Good points, Mohit. Ethics are crucial in business, but I think reputation should be determined on a case by case basis. Jack in the Box took a big hit to their reputation in the 90s during an E coli outbreak. It took them years to recover and re-brand. On the other hand, edgy companies like American Apparel can engage in dubious publicity stunts and seemingly benefit from the press, even if it’s not particularly flattering.

Likewise, social media can be a double-edged sword. It presents opportunities for brands to both improve and undo their reputation. The bottom line is that if your brand is consumer-facing, and you have the budget, you should consider having your media presence managed by professionals who’ll keep it on brand.