There's nothing like a political firestorm to blow some free publicity one's way.
Take the case of General Motors and last week's controversial announcement that the U.S. would restore Alaska's Mount McKinley to its native Koyukon Athabaskan name, Denali.
Denali, of course, is the name GM has used since the 1999 model year to designate upscale GMC models.
GMC explained the significance of the name in a 2011 news release:
"Why does Denali resonate with today's luxury vehicle buyer? Consider its namesake: Denali is the native name for Alaska's Mount McKinley, the highest mountain peak in North America. It means 'The Pinnacle.'"
Alaska had spent decades trying to get Uncle Sam to officially rename the peak. But when President Barack Obama's decision went public last week, the fists began flying.
Ohioans, in particular, criticized the move. Many see it as a slap in the face to former President William McKinley. Others accuse Obama of overreaching his authority.
Predictably, folks from both sides took their battle to Twitter.
Among the kinder suggestions, several Twitter users said GM should follow Obama's lead and rename the Yukon Denali the Yukon McKinley.
Others suggested the White House had taken the GM bailout to new heights.
As for GMC itself, it decided to take the high road:
Above a photo of a vehicle sporting the Denali badge, the brand tweeted: "It's always been a name we admire."