It's not uncommon for a brand to find itself tied into a scandal in the role of innocent bystander. The Appalachian Trail is a current case in point. Since yesterday, the news has been full of the fact that South Carolina Gov. Mark Sanford was not hiking the trail (as he had claimed he'd be doing) but instead straying from the straight and narrow—all the way to Argentina and his extramarital lover. Under the circumstances, it seems inevitable that "I'm going off to hike the Appalachian Trail" will become a popular euphemism for "I'm having an affair with someone in Buenos Aires." Then again, if this is a misfortune for the image of the trail, it might help promote tourism to Argentina.
—Posted by Mark Dolliver