When brands and products try to hide their shortcomings—a flaw in their product, lack of ethical standards, tumultuous financial stability, or other challenges—it never works long term. If the company is already established, spinning the story might work for a while. That is, until someone calls the brand out on what it is doing, or they face a lawsuit—or worse, they are dragged through the news and their reputations are castrated by consumers who stand up against and boycott them. When the company isn’t established, consumers usually see right through the deceit. That is because either they can see how bold ...

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