My trash cans are inside my garage. That’s one of just a few precautions they are telling everyone on the East Coast to take in preparation for Hurricane Sandy making landfall in just a few hours. The storm has dominated TV news reports for the last several days and is already historic in not so good ways. It is also the perfect reminder that most of your pre-scripted marketing you have may backfire when the world shifts around you.

Earlier this year concert promoter Live Nation got into troub...