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Starbucks faces image crisis after arrest of 2 black men

AP  |  New York 

is trying to tamp down a racially charged uproar over the arrest of two black men at one of its stores in

The episode highlights the risks large corporations run when they tie their brands so closely to social messaging.

Three years ago, was widely ridiculed for trying to start a national conversation on race relations by asking its employees to write the words "Race Together" on cups. The initiative, though it backfired, was in line with the company's longstanding effort to project a progressive and inclusive image.

Now is scrambling to keep the incident from shattering the message the company was going for: is a corporation that stands for something beyond profit.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Tue, April 17 2018. 13:55 IST