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  • How do Twitter storms affect a brand’s reputation?
  • How do Twitter storms affect a brand’s reputation?
    Martino Pietropoli (2016) ©

They did what? The science of Twitter storms

The voice of the people on social media and the power it harnesses means a tweet can destroy a brand’s reputation as quickly as it can build it. Canvas8 spoke to Dr. Ann Kristin Kupfer, assistant professor at the University of Münster, to understand why and how social media firestorms occur.

Location Global

In August 2019, Stephen Ross, the chairman of Equinox and Soulcycle, decided to host a fundraiser for Trump’s election, which stirred controversy both on- and offline. As a brand that’s previously been celebrated for its stance on diversity and inclusion, the move prompted a flurry of celebrities chiming in on Twitter to have their say on why they’re boycotting their local workout spaces. Although the two companies issued separate apologies, the damage was already done, with hashtags #BoycottEquinox and #BoycottSoulCycle both trending after the news spread.



  • Article image How call-out culture can make brands more authentic

    With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

  • Article image Diet Prada: Calling out luxury fashion’s failings

    Instagram account Diet Prada is confronting some of fashion’s most prestigious brands on issues like copycat design and model diversity. As luxury consumers’ definition of ethical expands to include the intellectual property of designs, fashion brands need to keep up or risk being called out.

  • Article image Where do people place their trust?

    In the wake of the steepest drop in trust in recent history, established business, media, and government institutions are being eyed with suspicion. Canvas8 spoke with Rachel Botsman, author of Who Can You Trust?, to understand who holds sway in the midst of a global trust implosion.

  • Article image What’s your reputation worth?

    From Yelp ratings to Google reviews, it’s easy to see if a company’s conduct matches up to its image. And while brand reputation has always been important, the digital age is quantifying it for the first time. How can brands ensure that their ratings are working for them in the best possible way?