The Coming Web Revolution

To quell the storm, on Sept. 22 Kryptonite announced it would replace all affected locks. The incident cost the company $10 million in direct costs and far more in loss of reputation — and this blog storm blew up in just 10 days.

There are many other cases of bloggers harming brands, as well as cases of them helping brands. If it hasn’t already, the blogosphere will exert influence on your brand, too, both positive and negative. In the next two years, there will be thousands more external voices with the power to shape your brand than there were two years ago.