Will Smith's billion dollar family brand is in jeopardy

Today I read an article in the New York Times about the brand damage that Will smith and Jada Pinkett Smith may endure as a result of "the slap" that occurred against Chris Rock at the Oscars.   According to The New York Times, Will Smith's lighter persona was called "Uncle Fluffy," where he made people laugh as a means of survival.  Then there was "the general," another side of Will smith that confused those who are accustomed to seeing him friendly and compromising.