So how do you turn around a bad reputation or a brand in crisis? Well, you can do a lot worse than taking a look at Stockport in England's northwest.

These days, it's got a spring in its step. After decades of decline, the towns had a successful makeover.

It inspired a straight-talking, Stockport isn't rubbish slogan. Well, that's the clean version.

The real sweary slogan has become a kind of underground motto.

Stopport Council, I know that they've used it, but they've not officially adopted it.

And I think that's possibly because it has a swear word in it.

A thing's so easy, you just need to contradict negative perceptions?

Well, we're going to find out because on Business Daily I'm looking at how to salvage a brand in crisis.

I'm David Reed. Today I'm hearing from a former British government insider who's been in the room when everything

was hitting the fan.

You don't manage a crisis.

It manages you.

And I'm also asking advice from an advertising expert.

How do you shake off an unfair reputation?

Rather than running away from the negative connotations, you run straight at them and acknowledge them.

And we also have something special, an interview with Oliviero Toscani, recorded shortly before his death last month.

His photography took the clothes brand Benetton from the fashion pages to the front pages

during the 1980s and 90s. But whatever you do, don't call him a creative director.

Can imagine such a vulgar way of describing yourself. You can't work with somebody

called himself creative director.

But let's start with that slogan from Stockport. If you head into the town's heart, you'll find a

beautifully renovated Victorian market. Actually, the whole town centre is looking great. It's

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