Is deinfluencing a threat to brands?

Everyone’s talking about ‘deinfluencers’ at the moment. It’s a huge trend on TikTok, but is it something brands should be worried about?  Deinfluencers are really just influencers – only they’re influencing people to avoid certain brands or products, rather than…
The word 'sorry'

Saying sorry in a crisis

In nearly every crisis simulation exercise we run, the issue of saying sorry raises its head. Should you say sorry in a crisis? Does it constitute an admission of liability? And what’s the damage to your reputation if you don’t…