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People holding mobile phones are silhouetted against a backdrop projected with the Twitter logo in this illustration picture taken in Warsaw Sept. 27, 2013. (Kacper Pempel / Reuters)
People holding mobile phones are silhouetted against a backdrop projected with the Twitter logo in this illustration picture taken in Warsaw Sept. 27, 2013. (Kacper Pempel / Reuters)

How to protect your brand from Trump’s killer tweets Add to ...

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In the days after the election of Donald Trump, an executive from U.S. sneaker company New Balance was quoted supporting the incoming American president’s planned rejection of the Trans-Pacific Partnership trade deal. Picking up on the comments, a white-supremacist website called the company the “official brand of the Trump Revolution.” As the news spread, so did calls for a boycott, with some of the company’s customers literally burning their shoes in protest, despite efforts by New Balance to clarify its position and distance itself from the dubious endorsement.

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