But Beyonce, in a classic textbook best-in-class PR move, saved her brand this week by coming clean on the whole lip syncing issue.
She did it by telling the truth, and by creating a news event in and of itself.
In a press conference for her upcoming Super Bowl appearance, Beyonce opened it up by asking everyone to stand up while she sang The Star Spangled Banner accapella.
Proving that she can indeed sing. And boy did she sing.
Then she revealed why she "sang along to a pre-recorded track" ... leaving everyone to say to themselves, "well that makes sense," and "well that's her choice."
Let's face, Brand Beyonce was in a bit of trouble; it could have gone any way. She saved her brand, by demonstrating her talent and telling the truth.
Many a brand can learn from her.
What's your experience? Jim.
President, Cohn & Wolfe NA
Author, The Experience Effect series
PS - Join me during The Super Bowl for live tweets about the advertising (and about Beyonce's half-time performance) at #SBExp on Twitter!