[DECODED] How crises and disinformation impact brands and reputations

This industry report outlines how disinformation functions in real-world case studies. Beyond crisis response, this report urges brands to recognize their role in shaping the information ecosystem.

MANILA, Philippines – Disinformation has turned into a systemic risk embedded in the digital environments where brands also operate. In the Philippines, and similar media ecosystems, influence operations have become ultra-efficient, monetized, and increasingly difficult to detect. These campaigns do not just mislead audiences but also manipulate narratives, hijack conversations, and damage reputations at scale.

Brands today are especially vulnerable, not only to direct attacks but also to the ripple effects of operating within an ecosystem where false and misleading content dominates public discourse, fuels confusion, and distorts consumer behavior. Disinformation is often disguised as legitimate engagement, seeded through lifestyle content or entertainment platforms, and spread by influencers or creators with little transparency. With the growing use of generative AI, the cost of creating deceptive content has dropped, while the volume and realism of false narratives have surged.This report outlines how disinformation functions in the Philippine context, drawing on forensic research, platform behavior analysis, and real-world case studies.

Beyond crisis response, this report also urges brands to recognize their role in shaping the information ecosystem. Brands do not exist in a vacuum but also operate in the same environment where disinformation spreads. This means they have a stake in keeping that environment healthy, not only as a social obligation but as a commercial imperative. A cleaner digital environment, after all, builds trust, lowers reputational risk, and allows brands to engage audiences more effectively.

Want to know more about how you can safeguard your brand’s reputation in this evolving digital era? Click the link below to download the full report.is a data forensics company that enables changemakers to navigate real-world trends and issues through narrative and network investigations. Taking the best of human and machine, we enable partners to unlock powerful insights that shape informed decisions.

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