Defending Brand Reputation Requires a Good Offense

Super Bowl viewers this year saw mysterious ads for something called "mlife." Many assumed the product came from insurer Metropolitan Life, aka MetLife. In fact, mlife is a
wireless product from AT&T - and MetLife's lawyers originally accused the telecom giant of muddying the waters around their familiar brand. MetLife has evidently decided,
however, to focus on its own branding efforts - and let any unintended publicity from AT&T's murky ads do some of their marcom work for them.