Richard Barnett — Chief Marketing Officer, Fusion Risk Management
Published:
Repetition is usually more damaging than duration because it changes what customers expect from the brand. A single outage may be understood as an exception. Repeated outages—even when the technical causes differ—can teach customers to build unreliability into their choice. Once that happens, the operational issue becomes a commercial one.
What does Richard Barnett say on The Agile Brand podcast?
Richard Barnett, Chief Marketing Officer, Fusion Risk Management, says: A Q&A with Richard Barnett, CMO of Fusion Risk Management, arguing that resilience must be treated as a business-performance discipline rather than a purely technical or compliance function. He explains how marketing’s absence from recovery decisions turns operational incidents into prolonged commercial damage, recommends concrete pre-incident working sessions to map promises to operations and decision rights, and illustrates the point with examples from airline outages and his experience at Supplyframe.
From: The Agile Brand podcast
Cite as: Richard Barnett. (2026). On The Agile Brand podcast. Retrieved from https://research.agilebrandguide.com/insights/richard-barnett-repetition-is-usually-more-damaging-than-duration-because-it