As the nation memorializes the Sept. 11, 2001, terrorist attacks, brands are again marking the date on social media and several have -- again -- faced backlash.
This year, Build-a-Bear Workshop and CVS each put up posts on Twitter that they quickly deleted.
Build-a-Bear tweeted an image showing a camouflage-print teddy bear wearing a camouflage uniform and dog tags alongside a picture of a U.S. flag, the company logo and the words "We will never forget." It wasn't received well.
CVS posted a picture on Twitter and Facebook showing the New York skyline with the blue beams of the Tribute in Light, representing the World Trade Center's twin towers. (Mashable grabbed a screen shot before those posts were erased.) The backlash centered on the CVS logo superimposed in the corner.
A CVS spokeswoman told the Los Angeles Times that including the logo "was an oversight" and that the company plans to repost the photo without it.
"Our intent was to acknowledge the gravity of this day and to pay respect to those who lost their lives or loved ones," CVS said in a statement. "We did not intend to include our logo and we sincerely apologize."
Build-a-Bear representatives could not be reached for comment.
One year ago, AT&T's tweet showing a smartphone against the New York skyline was hit with searing criticism. AT&T quickly took down the tweet, and this year it posted a black rectangle simply bearing the words "Never forget" and the date of the attacks.
Meanwhile, some public relations professionals tweeted advice that will surely be applicable next year as well.
Head's up #socialmedia pros: Tomorrow is 9/11. Let's keep it tactful. Better double check your scheduled tweets now.— Frank Strong (@Frank_Strong) September 11, 2014
step 1: find a 9/11 tribute photo step 2: photoshop your brand's logo into the corner step 3: throw your computer in the garbage— amy brown (@arb) September 11, 2014
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11:03 a.m.: This story has been updated to include comments from CVS.
The first version of this story was published at 10:23 a.m.