When a CEO shares their thoughts in public, whether in an interview, a social post, a closed-door earnings call, or on a stage, it’s more than just another sound bite. Their words are heard not just as personal opinions but as reflections of the entire company. That’s a heavy responsibility. When those words don’t line up with what the company stands for, it doesn’t just cause confusion. It can spark public outrage, hurt investor confidence, and damage the trust customers have built with the brand over time. There are plenty of real-world examples that show just how much damage a few unscripted words can do.
Papa John’s Public Backlash
In 2018, Papa John’s founder John Schnatter triggered a major public backlash when he used a racial slur during what was supposed to be a media training session. He said it in an attempt to make a point about offensive language, but the moment backfired badly. When the comment became public, it quickly sparked outrage across the country. Schnatter stepped down as chairman soon after, and many of the brand’s biggest sponsors cut ties. Store sales dropped, and the company had to spend heavily on rebranding and repairing its image.
This situation shows how even one poorly chosen comment, spoken behind closed doors, can deeply damage public trust and take years to recover from. The best way to avoid this kind of fallout is to make sure CEOs and executives are regularly trained in media communication and crisis awareness, even in private settings.
Elon Musk’s Tweets and Government Involvement
Few CEOs dominate headlines the way Elon Musk does. From his notorious $420 tweet about taking Tesla private, which triggered an SEC probe and a hefty settlement in 2018, to famously lighting up a joint during a podcast, Musk’s public persona often overshadows Tesla’s corporate identity. For a large part of 2025, he even spent time at the White House serving as a consultant in the Department of Government Efficiency (DOGE), where he also advised on AI, deregulation, and policy matters. That role blurred the line between CEO and political influencer in a way few had seen before.
Some admire his unfiltered, visionary approach. Others worry that his unpredictable behavior causes instability. Stock prices, consumer sentiment, and regulatory attention often change in response to Musk’s latest public statements. When the CEO becomes the story, the company can quickly lose control of its brand narrative. As of today, Tesla’s shares continue to drop. Sales have also taken a major hit around the world since Musk got involved with DOGE, adding to the growing doubts about where the company is headed. The lesson here is that even visionary leaders need trusted communication partners to help ensure their bold ideas don’t overshadow the brand they are meant to build.
Under Armour’s Tax Reform Commentary
In 2018, Under Armour’s then-CEO Kevin Plank caused a stir during an earnings call when he praised the benefits of new tax reform legislation. On the surface, it may have seemed like a typical business comment. But for many employees and customers, it felt out of step with the brand’s identity. Under Armour had built its reputation on grit, performance, and standing behind athletes. In that moment, Plank’s words felt disconnected from what people expected and wanted from the brand. It came at a time when people were paying close attention to what companies stood for beyond the bottom line. This wasn’t the first time leadership had sent mixed signals, but it was one of the most public.
Over time, the accumulation of unclear messaging made it harder for people to connect with what the brand stood for, and some of that trust began to fade. Plank did post an open letter to Baltimore in the Baltimore Sun, but the damage had been done with his off-the-cuff political commentary. The lesson here is simple; every message from leadership should reinforce, not weaken, what people believe the company stands for.
Protecting Your Brand Starts at the Top
These stories are a powerful reminder that what CEOs say in public really matters. Whether it’s a high-stakes interview or a casual tweet, their words carry the weight of the entire brand. One offhand comment can undo years of hard-earned trust and confuse or alienate loyal customers.
That’s why it’s so important for leaders to be prepared before stepping in front of a mic or pressing send. Having a strong communication plan and getting regular media coaching can help avoid the kind of mistakes that end up in headlines for all the wrong reasons.
In today’s digital-forward ecosystem, where news travels fast and reactions are instant, executives need to be thoughtful, clear, and aligned with their company’s values. Once trust is lost, it takes a long time to earn it back.
