Brands Need to Bite the Bullet and Address Screwups Rather Than ‘Catfishing’ Consumers

If they think you're genuine, they won't focus as much on your missteps

VW misleading customers about emissions standards could have been dealt with better. Getty Images

Did you know that August was Catfish Month? The designation was originally conceived to honor the hardworking catfish farmers of America, but “catfish” has taken on a whole meaning in the age of social media. Nowadays, a catfish more commonly refers to an individual who assumes another identity online and uses it to lure an innocent bystander into a relationship.

@beavischris Christina Beavis is COO of VoxPopuli.