Andrew Burnstine – Retail Matters
Adidas, E.l.f., Swatch and American Eagle all gave varying responses to controversies they found themselves entangled in this summer.
Those controversies have resulted in several outcomes, ranging from momentary boosts in public profile in some cases to facing potential legal trouble with foreign governments in others.
Crisis management experts shared some of their best tips and advice for brands when they’re faced with scandals such as these.
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