How Much Does a Little Bad Buzz Affect a Brand’s Perception? A Lot, It Turns Out

Rankings show negative news ruins everything

Life was easier for brands in the old days. Prior to the rise of social media—make that internet media, period—a company could use its advertising to build and sway the perceptions of the consuming public. Dollars drove opinions. Today, of course, that correlation is out the window. Increasingly, how a customer regards a brand is a function of all the chatter out there: advertising messages, sure, but also news and buzz (good or bad) piped through traditional and social-media channels.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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