Tom Goodwin: When disruption means breaking the law, how do brands respond?

Weaving in and out of pedestrians and the law, a quick walk around many parts of Los Angeles and other cities around the world reveals a mass of people gliding silently along pavements; swiftly dodging lampposts; swerving to avoid benches, people and speeding cars. Welcome to the age of the eScooter, a marvellously impressive, totally deadly and almost always illegal addition to our chaotic, fast-changing, disruptive times.
At the time of writing the leading eScooter company, Bird, is now the w