As stated in the examples given on the article, controversies can be seen in a negative or positive light depending on who you are talking to, but you can always make them work for you and your brand.
How?
As long as your brand’s core values are intact, and you know your target market well, any controversy will only be a small bump in the road because your evangelist/fans/followers will always be there to back you up. As the saying goes, “bad publicity is always publicity”.
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