Can Mel Gibson Bounce Back?

As Moore explains it, a company's brand isn't destroyed until it violates some of the promises it has made, implicit or explicit, to consumers.

Take Michael Richards' recent stand-up blunder at the Laugh Factory in Los Angeles. People expect feel-good comedy, eccentricity, and a little slapstick from the former Seinfeld star. Instead, he gave his audience racism and hostility. His brand is so damaged that even those close to him are trying to distance themselves; former co-star Jerry Seinfeld has publicly expressed his shock and disgust at Richards' racist epithets.

Conversely, while Gibson's actions may have garnered some bad press, they didn't betray what people expect from him -- a good movie.

The verdict? People will talk, bloggers will blog, and critics will criticize, but as long as Apocalypto lives up to Gibson's reputation for entertaining movie making, the film should be a success.