Too Tasteless for Prime Time
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9/11: Not a Good Branding Tool

What's not to like about firefighters? Quite a lot, for the New York law firm of Worby, Groner, Edelman & Napoli Bern, which has represented clients claiming injuries in the wake of 9/11. Until March 2011, the firm ran an ad featuring New York firefighter Robert Keiley standing at Ground Zero and holding up a sign that read “I was there.” Plenty of people objected to the fact that the law firm was trying to commercialize a national tragedy. But there was another big problem: Keiley wasn’t actually there—he joined the NYFD in 2004. The law firm claimed they had no idea Keiley wasn’t actually a firefighter in 2001, and pulled the ad.