[JacobAldridge]

Quick - name the CEO and ethical position of your preferred gas company, toothpaste supplier, and shoe manufacturer?

For the long term, and I don't know anything about Spiegel or Snapchat so I'm just taking your comment at face value, you are right about the negative impact a poor CEO can have. For a short-term hit to the brand, I would suggest most users neither know nor care.

The impact of the CEO over time will come from within (loss of good staff, failure to respond to market shifts etc) not external branding - as long as he doesn't go shooting elephants.