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£5 upgrade to get a seat with a back!

Not really.I have no idea if this picture shared on Twitter which purportedly shows a woman assigned a seat without a back on an EasyJet flight is real, fake or, more likely, partly true (e.g. the seat was damaged, but no one was assigned to sit in it), but that doesn’t really matter.

In the world of social media (and beyond), most people don’t wait to find out if what they’re reading is true, they just get excited/angry/sad/enraged about it.

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Not every company representative who speaks with a journalist and answers their questions is a spokesperson. Indeed, most aren’t.

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No news might be great if there’s a reputation at risk, threatened by repeated comments. But it can be alarming if you fear the worst, or you hope for better news and receive nothing for days.

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How much is your company’s reputation worth?

To the extent that a company’s reputation impacts its ability to do business, the brand has a value, but quantifying this value is tricky and is often only considered after the brand has been damaged.

We hope that a brand is an asset, but brands can also become liabilities – drags on their companies. Think, for example, of the collapse of Ivanka Trump’s clothing brand – her product didn’t change rather the Trump name became politicized and therefore became a liability in many of her key markets.

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