Brands are built on trust. And if there are squeaky clean country brands in the world, Canada would be one of them. Or so I thought. Canada’s reputation as a country of decent people who are more likely to be peacemaker than school yard bully is well established. So this SNC Lavalin bacchanal is to me, totally out of character. It’s similar to the shock that was felt when Hansie Cronje was found short of his crease.
Canada has some work to do repair this damage and its “let’s kiss and make up” attempt in full page press ads in T&T papers does not cut it. SNC Lavlin has more baggage than Air Canada. And that much baggage isn’t cleared overnight. Canada firstly needs to apologise. Sincerely. And it needs to re-build its credibility and trust over time, with clear evidence of a change in behaviour.
They can’t buy their way out of this. That’s what got them in trouble in the first place.
