A brand is a connection between an organisation and its publics or audiences. It exists in the mind of the audience through the reputation it earns by what it says, and how it acts.
The Internet and two-way forms of media are helping brands engage with internal and external audiences in a two-way dialogue.
It is taking the business of public relations back to its roots.
The audience has started to answer back and that dialogue is seldom easy. You can see the evidence of those organisations getting it right, and wrong, scattered across the web.
Who are #BrandVandals and how bad can it get?