Brands interact with the outside world differently than they did a decade ago. Today's reality is that on Monday the most loyal brand advocates are publically singing praises via social media, but by Friday they could be tearing that brand down and calling on everyone to boycott. Perhaps this is a bit of an exaggeration, but still within the realm of possibility. Every brand WILL make a mistake at some point that could potentially ruin them forever, but that does not have to be the case. Brands that navigate mistakes with finesse can not only avoid negative long-term consequences, but may actually become something better in the end. The trick is for brands to already know and follow a few basic guidelines so that mistakes are handled with the utmost care. Be the brand already known for goodwill. If everyone already loves a certain brand because it’s known for service and goodwill, chances are clientele and the public will be more inclined to forgive a mistake or two. As long as that brand manages to respond appropriately to the immediate error, they’re already a step ahead in gaining forgiveness from their biggest fans. Display an immediate remorseful response. When organizations make mistakes they should do everything they can to jump in and rectify negative consequences. Showing immediate generous remorse and sympathy is the key to making amends with all those negatively affected simply because it shows that someone cares. Giving a hesitant half-hearted apology will not impress anyone and will surely send the opposite message—that in