What do you do if your company’s brand goes from highly desired to highly disdained as a result of current events? Over the past several months, this has become the case for brand names that represent the height of luxury and the height of environmental incorrectness in the minds of consumers. But marketers shouldn’t consider the treatment of brands like these to be one and the same. In a column in Forbes online, I explain why - and how to approach each of these mutually exclusive situations. Worth a read for any company whose brand name is in either category.