Back in the day - that is, before the web - branding was a very important part of marketing. In order to appeal to a broad audience, you needed to create a reputable, recognizable brand. It's how 'trust' was formed...through familiarity.
But in the social era, all of that is changed. Trust is formed by connecting and, well, experience of the brand. Anyone who thinks they can control a brand image or message is fooling themselves at best and ruining their chances of building trust at worst.