A musician who blames United Airlines for breaking his beloved guitar has taken revenge by writing a complaint song. United Breaks Guitars has gone viral and knocked 10% ($180m) off the company’s share price.

Consumers are becoming more vocal about airing their complaints against brands, governments, even the lows of living in Birmingham warrant a tune. ‘Complaints choirs’ are a global trend.

What if a brand serenaded a disgruntled consumer with a piece of engaging and human apology marketing like this, rather than sending a bog-standard, six months later letter?

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