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It's a tragic day, as one of the most gifted musicians of the modern era has passed.
Despite his moniker, Prince, who died Thursday at 57, was a king among men and will live on only through memory and the hours of powerful and provocative music he left behind.
Brands, as they usually do, tried to join the conversation about Prince online with mostly purple-clad homages. That's challenging in the best of times—and doubly hard when the conversation is mostly one giant outpouring of grief.
Not every brand managed it well.