Moving from brands to PR and communications generally, the success of Trump can be ascribed to his refusal to apologize. True, he apologized about his "Access Hollywood" comments about women, but few other attacks on him were responded to with apologies. Most were met with attacks on the attacker. As such, Trump again nearly by himself destroyed a chapter in the PR 101 playbook that urges brands, corporate and personal, to own up to mistakes. As John Roderick wrote in a provo