Apple. Wells Fargo. Uber. Facebook. United Airlines. Starbucks.

If you’re a big brand today, you’ve likely had to say “we’re sorry” somewhere along the way. While the corporate gaffes truly run the gamut (both in situation and seriousness), the public response is always the same: we collectively hold our breath as we wait for the brand to respond… and tweet angrily all the while.

Just like with individuals, corporate humility and self-deprecation doesn’t always come easy or effectively. And in the case of recent atonements from Uber and United, a poorly-delivered apology can fall on deaf ears and even backfire.

Read more on the HBlog.