Engaging with the brand is also the most reliable way for management to remain alert to brand subtleties.

FORBES: Have You Lost Brand Ownership?

Brand experts need to be alert to mounting public apprehension.

FORBES: Are We Walking The Dark Side of the Web?

Unfortunately, a denial may strengthen the association between the brand and the rumor as it can alert consumers previously unaware of the rumor to it.

FORBES: How To Stop Rumors Before They Ruin Your Brand

The Food Standards Agency issued an allergy alert saying the presence of peanuts was not declared on Booths' own brand packets of monkey nuts.

BBC: Store pulls monkey nuts from shelves over 'peanut warning'