“…sometimes, things go viral without any planning. And it’s the best thing that can ever happen to a business or personal brand.”

I will agree, there are times when something going viral can put a business on the map. But it can just as easily do irreparable damage. Some marketers ascribe to the mindset of “no such thing as bad publicity” but Pelaton might have a different point of view after the firestorm erupted over its Christmas ad.

The video of United Airlines passenger being forcefully removed from a plane resulted in United’s stock dropping 4% and affected its market value by $1 billion.

It would be a mistake to leave the fortune of a business to chance. Savvy marketers place their focus on building a positive brand, measuring results, and reaching their target audience, all while minimizing negative exposure. The company values must come from the top down. It is reinforced by hiring practices, associate training and development, and creating a supportive company culture. When everything is aligned, you just might be caught doing something right.

Provocative article, Leo.