Brand truth

From: Is Blog a Four-Letter Word?

When considering upmarket brands, consumers have higher expectations than when considering mid- and down-market brands. They put more thought and energy into their purchases, do quite a bit more online research and demand more transparency from the upmarket brands they choose. If in the pursuit of this information they find inconsistencies in the story, they become skeptical of the brand truth. This is why a proactive strategy is so important in controlling how your brand is represented online.