Someone files a lawsuit alleging your taco is filled with something less than meat. Sound familiar? This isn't a time to hit the bunker. It is time to think like your customers.
Whatever you think of Taco Bell's response to the lawsuit, one thing is clear – companies need to respond from the point of view of their customers. Taco Bell turned to its huge Facebook fan base to generate support. It also posted sponsored links to drive Web searchers to where it could tell its side of the story.
However, it missed an opportunity to reach a wider, more skeptical audience by, for example, showing its supply chain for meat – from the ranch to the Taco Bell counter. You don't need a dry business school presentation. Humor and a little presentational value could have been employed to make the trip from hoof to taco fun to watch, as well as instructive.