McDonald’s Goes Above & Beyond

McDonald’s moved at lightning speed and initiated a voluntary recall of its popular Shrek glasses that contained trace amounts of a toxic metal. While the spread of the tainted-glassware story certainly posed a problem for McDonald’s, the glassware itself wasn’t all that dangerous. Many companies would have used this evidence to counter-attack critics. Many companies would have also shifted the blame to a supplier. McDonald’s did neither. In its response, McDonald’s went above and beyond.

BP has a Brand Problem

BP talked the talk but never walked the walk. Like many companies in unpopular industries, BP launched a massive advertising campaign to put a little lipstick on the oil pig. Advertising is not very good at changing strongly-held perceptions, but in BP’s case it actually worked. However, the “holier than thou” tone of BP’s advertising placed the company on a perilously high green pedestal it was sure to fall from.