The three required conditions are accountability and excepting responsibility, speed of response specific to being truthful and finally having transparency providing candor not making excuses or providing blame. So, you can see there is a formula for companies and/or their associated products that missed the mark on what their brand represents. The key is that they just execute that recovery plan without hesitation and with excellent quality. You'll find that more often than not most people will give others a second chance. Can you think of any other companies or products that misstep or failed against their brand image? And did they recover?