When something bad happens to a company, to a brand, does that misfortune contribute to brand loyalty? This is the question we were asking ourselves here at Massive Impressions Online Marketing. We know that people use brands to express themselves. Brand loyalty is sometimes displayed as a token to define identity. But what happens when something bad happens to a brand, a venue, a property, or just even a single store? Does that make better brand loyalty or do people disassociate from the brand as a result? We have to know.