Damage can be inflicted on reputations from unlikely sources.
In the first place It is critical that as many relevant ones as possible are identified. They can then be prioritised in terms of likelihood and appropriate safeguards put in place.
However, even Lego, one of the world's most respected brands, can get it wrong. In that case it's all about how the crisis is handled and what action is taken subsequently. Here, Lego has listened to the criticism and changed its policy. With that change in policy has come a clear explanation and a media strategy as well. Both are crucial.
Not all companies listen. Very often it is when there is a clear difference between what an organisation says it does or stands for, and crucially what it really does and stand for where conflicts begin to happen.
Lego seem to know and understand this.
Lego has said it is reversing its policy on bulk purchases and will no longer ask customers what they want to use the bricks for. The U-turn follows a recent controversy involving Chinese artist Ai Weiwei.