Why subscribe?

This is a newsletter about reputations—how we build them, break them, protect them, and sometimes fake them with the grace of a raccoon in a recycling bin.

Each week, I’ll be unpacking the latest brand disasters, viral apologies, celebrity image makeovers, and public flops. I’ll tell you why someone’s public downfall felt inevitable and why another person got a redemption arc we all hate-love. We’ll also look at your favorite little devils: reviews, ratings, comments, follower counts, and all the other digital breadcrumbs that say “I am who the algorithm says I am.”

Sometimes this will be smart. Sometimes it will be stupid. Hopefully, it will always be honest, funny, and worth forwarding to your friend who posts PR apologies on Instagram.

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