Just reading some Jeremy Bullmore and he brilliantly sums up my argument far better than my ramblings below
"in this new and open commercial world future prizes will go not just to those who make the fewest errors - but also to those who recover, apologise and make amends most gracefully. There is ample evidence that a brand that takes corrective action quickly and sympathetically will not only be forgiven but may well, as a result, find itself even more thoroughly trusted"
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