Break the trust promise and it’s unlikely it can ever be restored.

The fast food restaurant where service is slow, the convenient on-line store which ships the incorrect product, then insists you pay for postage to rectify ‘their’ mistake.

When convenience is the unique selling point (U.S.P.) repairing the damage of broken trust will cost more than resourcing correctly in the first place. It’s not the problem itself that causes the pain, it’s the anger induced when the problem is poorly handled.
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The person found guilty of planting a bomb which took the lives of 270 people over Lockerbie in Scotland, was photographed boarding an aeroplane earlier today wearing a Nike baseball cap.

The photograph, most likely broadcast worldwide, is an example of both good and bad publicity and prompts the question, as  brand owners, we have autonomy to create the brand and how/where we distribute it; what happens next is beyond our control and influence.

One last thought, was the clothing part of a stage managed event, designed to cause maximum impact in the home market of Nike? Either way, it was noticed.