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Have you ever thought about how your brand would react if something went wrong? The reality is, it's not a question of if, but a matter of when. Any effective crisis communications response includes a thoughtful apology. Well, in February, bad news hit KFC as hundreds of UK-based franchises closed their doors when they ran out of their main ingredient: chicken. The apology was an instant hit among consumers, the media, and professional marketers, and it's easy to see why.

Every now and then, there comes a good ad that breaks out of the four television walls and into popular culture. These ads grab our attention, and stay with us, for many reasons. They captivate us visually. They offer refreshing candor. Or, perhaps it's an annoying-but-catchy jingle that we can't forget. Others still stick with us because of their poignant messages. It's for the latter reason that a 2002 Saturn ad began recirculating recently. But, not for the message you'd think.

When was the last time you had a Kodak moment? Or sent a BBM on Blackberry? Or ate at a Quiznos? These brands are headed towards extinction. Why? Largely because they didn't spend enough time asking questions. They were busy telling others what they needed. Quiznos neglected the trend of consumer choice with pre-designed, hot-only subs. Blackberry was convinced consumers wanted traditional keyboards on mobile devices. Kodak discredited the appeal of digital film. In journalism, there's an expression, "Show, don't tell." In branding, the expression should be, "Listen, don't talk."