To do an unpopular thing in order to serve the needs of another facet of the business is often called taking a "PR hit."
Industry watchers can easily point to Johnson & Johnson's recent lawsuit against the American Red Cross as a prime example of such an occurrence.
J&J certainly knew suing a nonprofit partner, especially when it involves a dry topic like branding rights, was going to have a negative impact on its reputation. While this type of situation puts any ...