by THO
The Kate Middleton mess should terrify brands on social media
The British monarchy is essentially a massive global brand and the mess it finds itself in right now should be a warning to any business that thinks it can control its own messaging. Recognising that they can seem out of reach and out of touch, brands have taken to social media to meet their consumers where they are. When you attempt to regularly engage with an audience in order to come across as accessible, it only amplifies the decision to go silent when things take a turn
