I could not agree more with new Wynn Resorts CEO Matt Maddox that branding decisions are deeply important (“Wynn brand ‘not about one person,’ new CEO says,’’ Page A1, Feb. 26). An effective brand differentiates one’s company from the competition and communicates core values. That is why I am so puzzled by Maddox’s wait-and-see response to local requests that the casino being built in Everett by his company not bear the name of its founder, Steve Wynn.

After The Wall Street Journal published multiple allegations of sexual misconduct against Wynn by his employees and reported on a settlement payment of $7.5 million to one of them, the Wynn name joined those of Weinstein, Spacey, Lauer, and Nassar in immediately communicating a deeply negative image to the public.

Maddox says he doesn’t want to make major decisions during a time of “raw emotion.’’ He was likely referring to emotion around the #MeToo movement’s response to multiple disclosures of sexual assault. But he could just as well have been referring to his own emotions.

Maddox now bears ultimate responsibility for the success of a $25 billion global corporation. He has many decisions to make, and many of them will make news. Deciding to put as much distance as he can between his company and the permanent stain associated with an apparent failure to prevent sexual harassment and assault is probably the easiest one he’ll face.

In a case like this, where the right thing to do would bring the company short-term pain for a longer-term gain, Maddox should not let emotion get in his way.

Gina Scaramella

Executive director

The Boston Area Rape Crisis Center

Cambridge