The document summarizes the results of the bi-annual Kaizo Advocacy Index (KAI) which examines brands' online reputations. Hovis saw a dramatic rise in online popularity to rank first among food brands. Virgin Atlantic ranked first among airline brands in online popularity, nearly matching Hovis. Symbian ranked first among software brands. T-Mobile and O2 tied for first among mobile brands. Social media is becoming an important business tool, and smart brands are interacting with customers online and addressing negative comments.