When a company steps on a landmine, the immediate instinct is almost always defensive. The goal is to minimize the damage, stop the bleeding, and return to the status quo as quickly as possible. But what if the status quo wasn't actually that great to begin with? Some brands fail spectacularly during a crisis, while others use those exact same moments to build loyalty. When we end up at the center of a viral scandal, it’s not unusual to come out of that wanting to use our exp