Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.
Given all the rubbernecking at ChapStick-style social-media fails, and all the hijacking of corporate crowdsourcing efforts, it's tempting to see the Internet as a sea of sharks always out for brand blood. But the truth is, millions of people on Facebook are hungry for a feel-good story, and ready to praise any brand that delivers it—magnifying even the smallest, most random act of kindness into something that's celebrated across the web.
Case in point: Panera.