Several large companies have taken out expensive ads apologizing for bad behavior.
Over the last year, Samsung, Under Armour and Deutsche Bank have all issued full-page mea culpas in prestigious publications. Reasons include missteps by a spokesperson, an attempt to control the narrative and choosing to avoid a social media dialogue with consumers.
Though one-way communication might seem like a good short-term solution, long-term brand perception shows otherwise.
In late 2016, Samsung recalled its defective Galaxy Note 7 phones. The company ran a full-page apology letter, signed by its chief executive, inThe Wall Street Journal, New York Times and The Washington Post.
Samsung seemed sincere and appropriately contrite, but consumer confidence remains shaken. A Branding Brand survey of 1,000 U.S. Samsung phone owners revealed that 40 percent would not buy another phone from the company.