KFC has responded to its ‘UK chicken crisis scandal’ (where the fast food joint ran out of supplies of fresh chicken) by launching an ad campaign to apologise to its customers. The self-deprecating apology has been well received by fans, who appreciate the brand’s honesty.

Societal backlash can feel justified when those in authority are failing and people are losing faith. Yet true sincerity can restore lost trust, inspire forgiveness and rebuild bridges. How can brands harness new narratives of compassion and forgiveness against a culture of shame and retribution?

Many long suspected that Apple's iPhone battery degraded over time to encourage upgrades, and this much turned out to be true with older models. Having admitted this ploy, Apple is offering cheaper battery replacements to apologise, in what serves as a cautionary tale about consumer transparency.

While 88% of Americans want brands to go above and beyond their requirements, do people’s demands differ when dealing with a multinational and a mom-and-pop outfit? Canvas8 spoke to Linyun Yang of the Darla Moore School of Business to learn how brand size affects customer expectations.