The common instinct in a brand crisis is to repeatedly apologize. However, after acknowledging the mistake and the fix, the best path is to stop talking about it. Loyal customers want the brand to return to being trustworthy, and over-apologizing keeps the focus on the failure.

Instead of reacting defensively to negative press, the team reframed the situation as an opportunity. This mindset shift led them to stick to their plan and amplify the campaign's reach by focusing on positive business signals, rather than apologizing or retracting.

The CMO found the barrage of social media comments and unsolicited expert advice to be confusing and frustrating. He made a conscious decision to turn off professional networks like LinkedIn, allowing him to focus on hard data and lead his team without emotional distraction.

When Duolingo's Zaria Parvez made a controversial post, her CMO framed the misstep as a necessary learning experience. This cultural attitude towards risk-taking encourages the creative experimentation required for breakthrough social media, turning a potential firing into a valuable lesson on brand boundaries.

To achieve true alignment with sales, product, and finance, marketing leaders should avoid marketing jargon and subjective opinions. Instead, they should ground conversations in objective data about performance, customer experience gaps, or internal capabilities to create a shared, fact-based understanding of challenges.

During the campaign's peak controversy, the CMO experienced "alternate universes" where social media sentiment was negative, but internal data on customer behavior, business performance, and ad effectiveness was overwhelmingly positive. This validated their decision to ignore the online outrage and stay the course.

During the Sydney Sweeney ad controversy, American Eagle's marketing team intentionally remained silent, contrary to typical crisis management advice. This allowed them to assess internal data and let the negative sentiment cycle burn out, which ultimately proved successful as public opinion swung back in their favor.

When its Sydney Sweeney ad faced backlash, American Eagle's CMO and the star refused to apologize, treating the "crisis" as an opportunity. They correctly identified the outrage as niche, stuck to their strategy, and saw record new customer growth. This marks a shift in brand bravery.

Instead of immediately issuing a statement during the backlash, American Eagle waited nine days. This delay created a vacuum that was filled by other people and media outlets questioning the absurdity of the claims, shifting public sentiment in the brand's favor before they even responded.