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Mm-hmm, it'll happen!

Mm-hmm, it'll happen!

It's not a matter of IF but WHEN 🌪️

Manuella Borges
March 02, 2025

_{Dear Reputation Builder,}

Whether you like it or not, even if you are risk averse, one fact anyone can change: There’s a constantly dark cloud hanging over every company, executive, or public figure—a persistent, looming fear of criticism, scrutiny, and cancellation. It’s not a matter of if but when. At some point, someone will challenge a company’s decisions, values, past mistakes, or even opinions.

We have a saying in Brazil: "Accept it; it hurts less." This saying reflects the idea of accepting uncontrollable situations and accepting them for what they are. It applies perfectly to today's discussion. The more a company resists the notion that scrutiny is inevitable, the harder it will be to deal with when the moment arrives.

So why do so many companies panic at the first sign of controversy? Or better saying… Why does YOUR company panic, freeze, or take longer to make a decision when something like that happens? Most of the time, another fact should be said: you are unprepared for the cloud effect. So, how can you move from paralysis to preparedness?

In the following lines, let’s confront these ghosts haunting corporate reputation—and how to handle them.

The only “if” acceptable at this point is if you don't have your coffee or favorite beverage right now. Just go for it (I can wait…), get comfy, and come to get this one started…

Have a great Sunday! ☕️

Here is a little brief of what you are about to find today:

Why pursuing perfection is a trap—and how embracing transparency can strengthen your reputation.
When to stay silent and when to respond—and how to avoid both overreaction and reputation paralysis.
How trying to please everyone leads to chaos—real examples of companies and public figures who stood their ground (or failed to).
Actionable strategies to handle scrutiny, criticism, and audience fragmentation—without losing focus, credibility, or your mind.

Goal: Perfection is a myth—transparency builds trust.

1. Repeat after me: Illusion, illusion, illusion!

One of the biggest myths in corporate reputation is that if you do everything right, you’ll never be criticized. Many companies spend years cultivating an image of perfection, avoiding risk, and silencing problems rather than addressing them.

But perfection is an illusion. Mistakes happen. Strategies fail. Societal expectations shift. Even the most well-intentioned brands—Nike, Patagonia, or Unilever—have faced backlash at some point.

Instead of fearing scrutiny, companies should embrace their humanity, recognizing what they are made of. Behind the scenes—or the brand—there are people like you and me, and the certainty we have is that some mistake is about to happen, right? Especially if you advocate innovation and the risks that come with it (otherwise, you don't innovate a thing). When you acknowledge your imperfections, own up to missteps, and actively communicate before a crisis escalates, you build credibility.

Although the audience doesn't know what to demand, one thing is sure: They don’t expect perfection—they expect accountability.

THE CASE

A pertinent example is Mari Saad's Mascavo brand. Upon launching her makeup line, Mascavo, influencer Mari Saad faced criticism over the product's pricing and limited color range—something that she used to criticize before. But, unlike other brands, she used to point her finger and remain silent or overreact. Saad promptly addressed the concerns by issuing a public apology and committing to inclusivity in future product releases, which she did, btw! This measured response demonstrated accountability and a willingness to learn from feedback, thereby mitigating potential damage to her brand's reputation.

To think about:

Assess the validity of criticism 👉️ Before responding, determine if the criticism is valid and worth a response. Not all negative feedback requires action, but I think that genuine concerns should be taken care of.
Align responses with core values—always! 👉️ Ensure that any public statements or actions taken in response to criticism are consistent with the company's established values and mission.
Monitor public sentiment 👉️ Continuously gauge public reaction to both the criticism and the response to adjust strategies as needed.
Learn and evolve 👉️ Use the experience as a learning opportunity to improve products, services, or policies, demonstrating a commitment to growth and customer satisfaction.

By thoughtfully navigating the balance between silence and overreaction, companies and public figures can maintain and even strengthen their reputations in the face of criticism.

Goal: Intentional responses matter more than reacting.

2. Analyze instead of “playbooking” everything

Many companies assume that responding to criticism is always necessary—but the truth is that no response is not inherently a problem. The real issue lies in why a company chooses to stay silent.

Intentionality is the key. If a company doesn’t respond because it has strategically assessed the situation and determined that silence is the best course of action, that’s a decision. But if the silence stems from fear, uncertainty, or worse, simply following what others are doing (aka “benchmarking”), it becomes a liability—allowing others to define the narrative in your absence.

At the other extreme, overreacting can be just as damaging. Some companies, desperate to avoid scrutiny, rush into performative apologies, excessive corrections, or impulsive decisions that only escalate the issue.

THE CASE

When prioritization feels like a betrayal (my own experience 😎)

At one point in my career, I worked for a company with two main target audiences. One was the core focus—the reason the company existed. The other played a supporting role—helping reinforce the company’s mission while also generating revenue.

After the pandemic crisis, financial recovery became a priority, as it did for many companies worldwide. Leadership made a strategic decision: temporarily shift focus toward the second audience, which could help stabilize finances and sustain the organization in the long run.

The reaction? Pure outrage.

Even those who had directly benefited from the initiative turned against the company, accusing it of losing its purpose (?). Employees, business partners, and industry professionals pointed fingers instead of analyzing the full context.

And here’s where things went wrong: Instead of defending its strategy and communicating its rationale, the company tried to please everyone.

🥱 The result? Lack of focus, longer resolution times, and an even bigger mess.
By trying to balance both audiences equally, they failed to execute either strategy effectively.

🫵 Lesson: A company that tries to appease everyone eventually loses its own direction. Tough decisions come with backlash, but compromising core strategy for temporary approval only delays the inevitable. The key is to own the decision, communicate it transparently, and accept that some criticism is unavoidable.

How to handle it? A general step-by-step guide

Map out your reputation risks
Before a crisis happens, understand where scrutiny might come from.
- Identify your vulnerabilities, monitor sentiment regularly, assess your non-negotiables
This should anticipate potential backlash and a solid justification.
Establish a decision-making framework for criticism
Not every criticism needs a response. Create a process to assess whether and how to engage. Ask these key questions before responding:
- Is this criticism from a credible source or just noise?
- Does it impact stakeholders significantly, or is it a temporary reaction?
- Is the issue aligned with our core values and mission?
- What are the consequences of staying silent vs. engaging?
🥇 Golden rule: Respond only when necessary, but always with intentionality.
Control the narrative before others do
If you do decide to respond, be the first to frame the message.
- Own the situation: Acknowledge what needs to be addressed without over-explaining.
- Be transparent but strategic: Provide clarity without fueling unnecessary panic.
- Align with your long-term brand positioning: Don’t let one moment define your entire reputation.
🥇 Golden Rule: If you don’t define your narrative, someone else will do it for you.
Avoid overcorrection and performative actions
One of the companies' biggest mistakes is rushing into over-apologizing or implementing unnecessary changes just to appear responsive.
- Gauge the proportionality of your response: Not every backlash requires a policy inspection.
- Don’t react emotionally: Decisions made in panic mode often create new problems.
- Stick to your brand’s core identity: Be consistent with previous decisions and messaging.
Accept that you can’t please everyone
One of the hardest lessons in reputation management is that some audiences will always criticize you, no matter what you do.
- Define your core audience and values: Who are you ultimately serving, and what matters most?
- Prepare leadership to handle internal and external pressure: Not all criticism should dictate business decisions.
- Stay consistent even in the face of pushback: The brands that weather storms the best are those that don’t waver.
The cost of standing for something is alienating someone. Make peace with that, ok?
Build a crisis response playbook before you need it
Companies that survive scrutiny the best aren’t the ones that react perfectly at the moment—they’re the ones that prepare in advance.
- Create a layered crisis response plan: Outline different levels of scrutiny and the appropriate actions for each.
- Designate a crisis team: Ensure there’s a group ready to assess risks, draft responses, and execute strategy.
- Train spokespeople: CEOs and key figures should be prepared to communicate under pressure.
🫣 You will never be prepared for E-VE-RY-THING. Make peace with that, too.

Got this from someone else? Don't be shy 😎

Goal: You can’t please everyone—stand by your values and for what matters.

3. Not even Christ and Gandhi pleased everyone. Why should you?

Another fear haunting corporate reputations today is the impossibility of pleasing all audiences. I mean, take a deep breath, okay?

The internet has made this clearer than ever:

Every company will have advocates and critics. And if you have both, bingo! You are creating dialogue, community, and, consequently, a ❤️ brand!
A single statement can be interpreted in opposite ways by different groups.
Even good actions can be polarizing.

Many companies fall into the trap of over-correcting—constantly shifting their stance based on audience pressure. But brands with strong reputations aren’t afraid of sticking to their values even when challenged—easy to say, I know, but practice and continuous internal analysis are crucial here.

Taylor Swift Reaction GIF by The Tonight Show Starring Jimmy Fallon

Gif by fallontonight on Giphy

THE CASE

This year, on February 9, during Super Bowl LIX at Caesars Superdome, Taylor Swift attended the game to support her boyfriend, Kansas City Chiefs player Travis Kelce. When Swift appeared on the stadium video screen, she was met with boos from Philadelphia Eagles fans. Initially appearing confused, Swift maintained her composure throughout the game.

This incident highlights the challenge of audience fragmentation. Despite Swift's widespread popularity, her association with the Chiefs led to negative reactions from opposing fans. This underscores that even universally acclaimed figures can face criticism based on specific affiliations or actions.

And if you think, "Wow, that's not that much…” analyze with me: You are at the top moment of your career, performing in the world's most relevant annual event in your sector, the boos over you are streamed to the whole planet, and the every country media immediately starts reporting this. This is bold to you! You get emotional, no doubt! What would you do?

Lesson: Attempting to satisfy all audience segments is often futile. It's essential to remain authentic and understand that some criticism is inevitable, especially when aligning with particular groups or causes.

❝

With enough courage, you can do without a reputation.

Margaret Mitchell, American writer and journalist

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🧠 Keep in mind!

In this edition, you had a better understanding about:

Perfection is a trap. Mari Saad’s Mascavo case proves that owning up to mistakes and taking action builds credibility. Chasing a flawless image? That’s where brands really get fragile.
Intentionality over panic. Silence isn’t the villain here—fear-driven silence is. My own experience showed that trying to please everyone just makes everything worse.
You’ll never win everyone over. If even Taylor Swift gets booed at the Super Bowl, what makes you think your company won’t face criticism? The difference? Being ready for it.
Reputation is a long game. If you’re not mapping risks, controlling your own narrative, and having a crisis plan in place, you’re just waiting to get caught off guard.

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