When a well-known brand suffers a bad incident

Within Josh Funk's article, ConAgra faces tough sell on Peter Pan,-->

That's where history may be on ConAgra's side, according to Marconi, who wrote "Crisis Marketing: When Bad Things Happen to Good Companies."

"The biggest and best thing Peter Pan has going for it is it's one of the older brands. It has an established track record," Marconi said.