"As the recent Toyota and Tiger Woods scandals illustrate, brand reputation is more precarious than ever before. True and false information spreads like wildfire in the vast and interconnected social media landscape and even the most venerable brands can be leveled in a flash-by disgruntled...

This year, almost 4 million expectant mothers will receive personalized letters about infant care from a disposable diaper manufacturer. A leading manufacturer of hair coloring products will send trial samples to regular users of competing brands. And at supermarkets across the country, shoppers...