FROM CRISIS TO OPPORTUNITY: HOW EMOTIONALLY INTELLIGENT MARKETING TACTICS DRIVE BRAND INNOVATION AND REPOSITIONING

This paper explores the integration of emotionally intelligent marketing tactics to drive brand innovation and repositioning during crises. The role of emotional intelligence (EI) in leadership is pivotal, especially in managing crises, enhancing communication, and inspiring organizational resilience. Using case studies, the research highlights how emotionally intelligent leaders, such as Howard Schultz and Jacinda Ardern, responded to crises with empathy and decisive action, fostering trust and innovation. The study also examines how EI impacts decision-making, conflict management, and employee morale while promoting flexibility, creativity, and transparency. Furthermore, the analysis underscores the influence of emotional intelligence in transforming leadership styles, boosting team cohesion, and creating long-term resilience. Despite the benefits, the research acknowledges the potential limitations of over-reliance on EI, emphasizing that effective leadership also requires a balance of technical skills and swift decision-making in crisis scenarios. This paper offers valuable insights into the intersection of crisis leadership and emotional intelligence, ultimately providing strategies for fostering an emotionally intelligent organizational culture.