The lifestyle brand dpms. began as an open door to present her partner’s graphic designs in London, Ontario, at starting it manufactured silkscreened T-shirts and as it succeeded it diversified into jewelry and various other produced products. The brand was mainly promoted by word-of-mouth and through social media presence to promote their wares and it owned a booth at a weekly farmers’ and artisans’ market and participate in other festivals across the province. In April 2014, before the publication of the article on the brand in a local newspaper, the co-founder was very excited but after the publication it found various inaccuracies. The dilemma was how to tackle this issue and what would be the impact on her company’s image if she faces or not faces the reporter.
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