Brand fails: Crises, blunders and missteps

An archive of stories about brands (especially APAC brands) stepping into controversy, facing crises not of their own making, or self-harming with facepalm-worthy moves.

Nov 6, 2020

Twitter fail: Gap deletes political hoodie tweet after backlash

What the retailer thought was “a message of unity” was quickly slammed as “tone deaf.”

Sep 23, 2020

Brand Health Check: HSBC seeks currency in a time of flux

The financial services giant, rocked by nimbler upstarts, censure from regulators and a stock in freefall, faces a rough road to brand redemption.

Sep 8, 2020

Brand Health Check: Can Honda recharge?

The Japanese auto brand is betting its future on going electric, but is playing catchup with a market that is several steps ahead.

Jun 2, 2020

L'Oreal faces backlash for Black Lives Matter post

Model Munroe Bergdorf called brand 'racist snakes' after her experience in 2017.

Jan 21, 2020

KFC ad takes heat for 'sexist grooming' of boys

The criticism is deserved, and the brand may have made things worse with a classic 'non-apology apology'.

Dec 19, 2019

The biggest brand fails of 2019

Our annual look at the brand disasters and slip-ups that dominated headlines this year.