This week, we look at how marketing companies bounce back from blunders and epic missteps. Yes, most apologize, but what happens after the apology?

We find out by telling the story of an airline that mistakenly offered business class tickets to Europe for $39, the cautionary tale of a company that made fun of a very serious Twitter hashtag and paid the price, the way a major candy bar company was forced to pull a global campaign off the air but came back even stronger, and the odd story of how a mattress company offended almost everybody with an ad, then apologized, then took the apology back.

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