Reputation is everything for a company. It can make or break it. Kenneth Cole was trying to appeal to humor when he tweeted about Cairo. I can personally appreciate his effort(s); however, it was, as he said, poorly timed and simply inappropriate. I think he handled it well though as he released his apology immediately 2 hours after.
Despite whether you argue about the accurateness of humor, the point is that it offended people. Let me take a unpopular approach and get creative:
What if KC ran with his original tweet and made it sound like he was bringing attention to the social issues abroad. For example, what if he had started a campaign to bring awareness and the tweet was his beginning to get people talking. If he did a campaign like donating 5% of sales to benefit the families effected abroad, he could shame some of the people for harassing him. Like, what if it was his plan all along? Maybe, maybe.
Despite if it would work, I like to know that there are other options outside of the box. But I still think he handled it well.
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