As part of its Idea Hub initiative, American Express recently posted a video interview with Tom Scott, CEO of Nantucket Nectars, on effectively marketing and communicating a brand. The fact that most of us know him as one of the “juice guys” is rather profound — and it’s certainly by design.

In Chinese, the word for “crisis” has two intriguing alternate meanings: “danger” and “opportunity.” Echoing White House Chief of Staff Rahm Emanuel, it seems the Chinese also believe that a crisis can lead to unforeseen opportunities. And as distasteful as it might seem when used politically, it applies quite well to a communications strategy.