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Commercial Awareness Compass

Reputation on the ropes: When brands face public backlash

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Brendan Collar

Brendan is a Commercial Legal Counsel at TikTok. He is a commercial specialist with expertise in advertising, marketing and commercial contracts, particularly in the tech, media, sports and retail sectors.

Published Thu, 11 Sep

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In an era where social media can propel a complaint to millions within hours, brand reputation has never been more fragile - or more powerful. One post, one misjudged partnership, one policy misstep: that’s all it takes to send years of brand trust into spiralling. But with the right commercial and legal strategies, damage doesn’t have to mean disaster.

How do businesses build trust, manage crises, and rebuild when things go wrong? What does effective brand protection really look like from a lawyer’s perspective? When should a legal team act, and how? And why is a strategy essential before the storm hits?

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