The disclosure that author James Frey lied in his best-selling book, A Million Little Pieces , and the furor that followed raise numerous questions about truth in advertising, trust between sellers and buyers, brand image and reputation, as well as two themes that Frey himself focused on in his now-discredited memoir of recovery from substance abuse — suffering and redemption. Television host Oprah Winfrey did a commendable job redeeming herself and repairing her damaged personal brand by apologizing to her audience for continuing to endorse the book after it was learned that it contained fabrications, according to Wharton faculty members who specialize in marketing, trust and ethics. Although Frey suffered when Winfrey used her TV show to scold him for embarrassing her by writing a book laden with falsehoods, he came off ill-prepared and less than forthcoming.…