It’s easy to tout the company’s core values when all is well, but the true test of a brand comes when you are faced with a crisis. At some point, every company will have a make-or-break moment, and how your brand responds has a direct effect on how you emerge from the challenge.

Shawn Buckley revolutionized the pet food industry, founding a mission-led brand built on transparency. When the company was dealt a blow by a trusted supplier, their response earned them a legion of customers for life.