The company has apologized for a colossal mistake at the 89th Academy Awards on Sunday night when actors Faye Dunaway and Warren Beatty wrongly announced the top Oscar went to "La La Land," instead of "Moonlight." According to Nigel Currie, an independent London-based branding specialist with decades' worth of industry experience, this mistake is "as bad a mess-up as you could imagine." History is littered by examples when a hard-won reputation nosedives — from sporting legends Tiger Woods and Lance Armstrong to business giants like BP following the Deepwater Horizon oil spill disaster.