Worst Voice of a Brand

Seth made a good point in this article. What are we really buying with a product? Trust. We go to companies, labels, products that we trust. When we get burned by these companies or products we think differently about the brand the next time we make a purchase or seek out information. Our perception is skewed by one bad experience (or multiple). It's because of bad branding that PR professionals are able to keep (or lose) their jobs. Do we promote the brand in a positive light and make all sectors look good or do we drop the ball and lose future business?