Talk about good public relations. After a recent Ohio concert, famed singer Neil Diamond apologized for a disappointing performance due to a raspy voice caused by acute laryngitis. Instead of leaving a bad taste in his fans mouth, Diamond responded, "I haven't let you down before and I won't let you down now" offering a ticket refund to anyone who requests it.
Now that's a good example of listening to your customers, interacting positively with whatever feedback you receive, and making a mistake right (even if the mistake would have been something hard to control) . How could marketing companies use this approach when trying to control brand image?