Fires set, fences moved: Police call Portland protest a riot

[Roy Rolling]

13. Sure, eventually

But you gotta start somewhere. It’s said, “you can know the whole ocean is salty by tasting one drop.”

Remember...it’s a PR battle in the mind. One example fills up the mind as well as many, when it’s the first one there. Right now, in peoples’ minds, there’s no example of a staged riot and over-response. Give them *one* to start with if that’s all you got. The important thing, do it now.

These are the rules of branding, they’re not my rules.