How Brands Can Genuinely Apologize

The Do's and Don'ts of saying sorry

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Crafting an appropriate apology is something of an art form in the brand marketing world—one that companies like Facebook, Starbucks, Uber and Wells Fargo have tried to perfect over the last year.

An effective brand apology typically comes in two parts: The initial “we’re sorry” statement, and the operational changes that follow. Taking responsibility quickly is all the more important in the age of social media, which has added a layer of complications to sift through while navigating the aftermath of a scandal.

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This story first appeared in the July 9, 2018, issue of Adweek magazine. Click here to subscribe.