When life gives you a name such as Rafael, make it a Nadal and serve an ace instead of a Cruz who has to hide his face.

Sen. Ted ‘Rafael’ Cruz’s massive mistake is giving him the chills.

Taking a trip to Cancún when his home state of Texas was engulfed in the biggest snowstorm in over a century was a frosty fiasco indeed.

To fight frost with fire, his office said it was a preplanned trip, but his wife’s texts to their friends leaked a different story.

Then he threw his daughters under the bus and said he did it to be a good dad.

Finally, he changed his plans because of the backlash and flew back the next day. 

Even Republican leaders agreed that the ‘optics’ wasn’t good, causing Cruz to agree that he made a mistake.

How he responded is actually what snowballed the issue out of proportion. 

Brands, just like humans, make mistakes because they’re run by humans. 

In such cases, what helps brands reconnect with humans is how it navigates those slippery slopes in a humane manner.