Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

They probably seemed like wise words at the time.

Asked about the president, on whose advisory committee he sits, Under Armour CEO Kevin Plank said that Donald Trump was "a real asset to this country."

He hadn't quite thought through how this might sound. He surely can't have imagined that the biggest star sporting his brand -- Stephen Curry -- would offer an elegant rebuke, by suggesting he agreed, as long as the et was removed from the word asset.

Suddenly, Plank was plankton in a sea of sharks.

His brand, already under pressure for underperforming in certain eyes, now had an immense image problem.

Currently, Plank is trying to slip out between the sharks' teeth. He (and his PR people, one imagines) penned a long letter and published it in the Baltimore Sun.

It began: "In a business television interview last week, I answered a question with a choice of words that did not accurately reflect my intent."

This might, for some, have smacked of an alternative version to the hackneyed "my words were taken out of context."

Still, he might be telling the truth. He may just have been talking as many business people have done -- at least privately -- that having a businessman as president means things may get done. In many business people's eyes, politicians do nothing but pad their bank accounts and their egos.

The problem for Plank is that he's is an image business.

Put Under Armour's clothes and shoes to a blind test against Nike's and Adidas's and many wouldn't know the difference.

These brands live on images ranging from rebellion to history to associations with winning.

Consumers are buying the brand's mood and stars.

When it became clear that Plank and his endorsers weren't on the same team -- many of his endorsers are black, Trump won 8 percent of the black vote -- the brand looked like it was run by an active Trumpist.

The characterization may not have been fair. But brands don't necessarily thrive or die on fairness. They exist to create and sustain emotional reactions -- hopefully positive ones.

Plank's letter was long and detailed. It described all the investment and care that his company had put into Baltimore, where it's headquartered.

It insisted: "We are publicly opposing the travel ban. With an anticipated new executive order on immigration to come out, we will join a coalition of companies in opposition to any new actions that negatively impact our team, their families and our community."

In addition, he said: "We are taking other public positions on legislation around the country in support of the interests of our teammates whenever policy conflicts with human rights."

But now, with The Rock, Misty Copeland and Curry all expressing their distaste, Plank must work to rebuild his brand image.

Consumer memories are often short. Plank might be praying that the Golden State Warriors' win the NBA championship with a record 20 3-pointers from Curry.

But the lesson in these twisted political times is clear for brands that rely so much on how they appear.

The CEO's personal truth or business acumen matter little when compared to how the brand is perceived and felt.

We all know how fickle human emotions can be. How powerful, too.