Data startup Astronomer turned an unlikely scandal into a viral branding win by embracing humor, celebrity power, and swift accountability. Following a Coldplay concert kiss-cam incident involving top execs, the company leaned in with a satirical ad starring Gwyneth Paltrow and backed by Ryan Reynolds’ Maximum Effort. The campaign’s charm came from its cultural timing, humor, and clear separation from product quality. Astronomer followed with decisive leadership changes and transparency, using the spotlight to explain its core offering. The result: a case study in how tone, timing, and authenticity can turn public mishaps into brand momentum.

The news: Tesla’s Q2 earnings disappointed as fallout continues from Elon Musk’s political spotlight, highlighting the risks of a brand being tied to its leader’s actions. Revenues reached $22.49 billion and deliveries hit 384.1 million, down 12% and 13% YoY, respectively. Between January and June, EU car sales declined 44% YoY, per the European Automobile Manufacturers’ Association. Our take: While complicated to execute, brand equity should be as independent as possible to avoid tying company identity to a single leader. When CEOs make mistakes, companies can rebuild trust through honesty and accountability and by highlighting assets other than leaders, like employees, partnerships, or key products. Tesla seems to be on the path to recovery, but it may have a long road ahead.