Meanwhile, during the brand chaos, American Eagle saw a spike in social engagement and a boost in stock value, benefiting from the visibility even as it avoided engaging in a meaningful conversation about the campaign’s implications. Create the narrative response in advance to give the news media a different angle to cover, but give your fans and influencers content to make it easy for them to defend you on message. But when confronted with controversy that piques the public’s fascination, companies and institutions can learn to thread the needle, and turn a crisis into an opportunity to attract new customers, engage new supporters, and even create new market opportunities.
Author: Meghan Tisinger
Published at: 2025-08-13 22:35:14
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