When is the last time you saw a perfect human being? Someone who never said the wrong thing? Never was late? Never made someone sad? Never wrote an email with a typo? I am yet to meet a perfect human being and my guess is your answer is the same.
So why is it we expect brands to be perfect? The truth is it is impossible for brands to be perfect. Why you ask? Because they are made up of human beings who are far from perfect.