An organization invests a great amount of time, effort, and capital in building a strong brand. In today’s online environment, customers, competitors, and bloggers can destroy a strong brand overnight. In today’s online environment, an organization has lost its power to define its brand; consumers and competitors now have the power to define what an organization’s brand stands for.
Moreover, websites such as pissedconsumer.com have provided consumers and competitors with an ability to disparage companies with information that may or may not be true. Disparaging Youtube videos posted by employees have led to reputation damaging results; such as in the case of Domino’s Pizza http://www.youtube.com/watch?v=xaNuE3DsJHM Such damaging online activities require organizations to protect their image and reputation in today’s online environment.