You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Apple's Charger Take-Back Is a Model for Ongoing Brand Engagement The Response in a Crisis Points the Way to Relating to Consumers All the Time By Jonathan Salem Baskin, Published on August 12, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.