When Gladiator 2 hit cinemas recently, the excitement was real. Fans of the original were ready to grab their popcorn and lose themselves in the epic battles and drama they’d been waiting over two decades for. And then came The Times review with the headline: “Are you not entertained? No, not really.” Ouch.

Add a few other lukewarm reviews to the mix and suddenly, the conversation shifted. It didn’t matter that many outlets praised the movie’s ambitious storytelling or standout performances – those sharp ones stuck, leaving audiences hesitant and shaping first impressions. 

Recent political elections have also highlighted those same risks of retreating into echo chambers – those comfortable spaces where like-minded voices bounce off one another and opposing views are shut out. It’s left entire groups blindsided by results they didn’t see coming, mistaking the loudest voices in their bubble for universal consensus.

It’s a familiar story. Whether it’s a blockbuster film, a global brand or even a political campaign, one negative opinion – or a handful – can often outweigh a sea of positive ones. But does this have to spell disaster? Not necessarily. Some of the world’s biggest brands have proven that a poorly received campaign, product or moment of bad press isn’t the end – it’s an opportunity to turn things around.

Take KFC. Back in 2018, a supply chain issue left them in a not-so finger-licking nightmare: no chicken. For a fast-food chain built on, well, fried chicken, it was nothing short of a crisis. But instead of dodging the drama, KFC jumped right in, creating an ad that rearranged their logo to read ‘FCK.’ It was funny and unapologetically human – and it worked. 

We’ve seen how even the toughest challenges can become opportunities for growth. Take the time we worked with a business in the middle of a major transformation. Known for its high-rewards, sales-driven culture, the organisation needed to evolve and embrace a more purpose-driven, client-focused story. We captured vision, launched it and built advocacy from the inside out, creating alignment and trust among our clients’ people. Taking that story externally to media, markets and shareholders delivered a positive impact, including an immediate rise in share price.

So, what’s the takeaway for brands? First impressions matter, but so does the story you tell next. Bad reviews and press, while uncomfortable, can be powerful tools for connection and growth if handled thoughtfully. 

It starts with listening – but not just to the loudest voices. These moments often highlight blind spots and responding to it with humility shows that you value their perspective. Whether it’s acknowledging a mistake, improving a product or simply engaging with transparency, every response is a chance to show what your brand stands for and that it cares.

As we’ve seen with Gladiator 2, negative reviews can overshadow even the most positive ones. But they don’t have to define the legacy of a movie – or a brand. Instead, they’re a chance to reflect, adapt and prove that the story doesn’t end with a bad headline. And we believe every brand has the potential to turn its challenges into defining moments. Whether it’s a campaign that needs recalibrating or a crisis that calls for smart, human storytelling, we can help you uncover these opportunities.  

So, what’s your next chapter? Let’s write it together.