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Just because something goes viral doesn’t mean it’s a sure thing.

We seem to be learning one thing after another this political season. The newest lesson is brought to us courtesy of Ken Bone, America’s 36-hour sweetheart.

Only a day and a half into his incredible rise to stardom, his pedestal started to crumble.

Americans latched on to Bone immediately following the second presidential debate. They grabbed onto his pullover sweater like a life raft. For that brief, fleeting moment, it appeared he was that bastion of hope the people needed.

Uber struck a deal and red sweaters grew popular for Halloween as Bone showed up on Jimmy Kimmel’s late night show. As his popularity soared, people began to look into his background -- it turns out it isn’t all rosy. Those too quick to hop on the bandwagon got burned.

The Lesson: “Look before you leap.” Don’t risk your brand. Do your due diligence and make sure you have all the information.

Our friends at PR Daily summed it up nicely and remind us that just because something went viral doesn’t mean it’s a good thing. If you must jump in with both feet, have a back-up plan for when things go sideways. 

Curious to see what else politicians can teach you about branding?