Businesses' blunders make a mess of their brands

Larry Light

Special to the Village News

On a day in November 2008, three automotive-industry CEOs flew from Detroit to Washington, D.C. on a mission they insisted was crucial to their companies’ survival.

They sought a federal bailout to help prop up their struggling businesses. But to the American public and some members of Congress, the CEOs’ lament that they were hard up for cash rang hollow because of their chosen mode of travel in luxurious private jets.

Their arrogant attitude left people with bad perceptions of the individual car brands, the overall Detroit brand and even the larger bra...