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It’s easy to hate on brands. Today’s mega corporations probably send their labor offshore, while likely paying seven-figure salaries to top executives and booking untold millions in profits. And when those corporations make a mistake, lambasting them becomes a kind of sport for the rest of us. Frankly, why shouldn’t it?
Nowadays, companies employ entire armies of focus groups, spin doctors, consultants and PR people. It follows that the suits really ought to know the fundamentals, including how to make an apology, how to test a product before unveiling it, and how not to send a callous tweet.