How Brands Can Genuinely Apologize

The Do's and Don'ts of saying sorry

Facebook's repeated apologies lose their power with each passing apology. Facebook

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.

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This story first appeared in the July 9, 2018, issue of Adweek magazine. Click here to subscribe.
@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.
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