The first thing [companies] tend to do is talk to lawyers who tell them to wait and say nothing. So they go dark, and during that period a secondary crisis develops because they are seen as not being candid or not caring, or [not] even interested in the issue.

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I think that can be a great way of standing out, especially when you?re talking about your business. If you?re in a setting where others are talking business, like at a chamber meeting, you definitely want to show up in a white chef?s jacket if that?s what you?re known for. Branding is so visual, and that?s something very powerful people sometimes overlook.

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