The Kate Middleton Mess Should Terrify Brands on Social Media

A big powerful organization with a carefully manufactured image gets embroiled in a conspiracy theory about one of its most beloved and valuable brand ambassadors. To try to quell the uproar, said organization takes to its social feeds. But when those posts turn out not to be the full story, the conspiracy mushrooms, sparking even more intense scrutiny and mass intrigue.

We are, of course, talking about Kensington Palace’s Kate Middleton crisis (because who isn’t). But the British monarchy is essentially a massive global brand — there’s a reason it’s known as The Firm — and the mess it finds itself in right now should be a warning to any business that thinks it can control its own messaging.