LaCroix Water had a unique problem: Comedian Joe Mande is a big fan, but was positioning himself on social media as a brand spokesman. LaCroix responded by sending a cease and desist letter, but that turned Mande against the brand in a series of follow-up posts. Experts say LaCroix could have used more diplomacy or simply let it go, since online conversations are inherently uncontrollable and it was free publicity. But Shankar Gupta, 360i's vice president of strategy, says LaCroix "had to address it, because there was a ton of confusion out there about Mande's relationship to the brand."

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