Is there Bad Publicity?

When it comes to publicity there's an old saying, "there's no such thing as bad publicity". But, that's an old way of thinking about marketing in general. The thought springs from the idea that awareness of a company or product is an advantage over unnoticed companies or products - even if the source of the awareness is not positive. 

Today, that saying could not be further from the truth. There most certainly is a bad form of publicity. The value or product awareness pales in comparison to the negative effects associated with negative publicity. It's all too common for information about a company through sound bites, memes, and gaffes to flood the internet and social media channels. As such, there is extensive opportunity for negative information about a company to become its defining characteristics in the public. 

Meanwhile, there has never been greater public opposition to brands based upon their actions or characteristics. Cancel culture not only applies to individuals; it equally applies to companies.