Roasting vs Toasting. How Your Brand Should Communicate Online.

Is it better to roast or toast your competition online? In this episode, we dive into fascinating research from NKU professors Dr. Jose Torres and Dr. Ahn Dang, who studied how brands like Wendy’s and Coca-Cola use humor on social media to boost engagement. We explore: Why roasting works for big brands but can backfire for small ones How “neutralization messages” can prevent backlash What local businesses should be doing to build an authentic presence Real examples of what worked — and what went wrong If you're a business owner trying to grow your social presence without tanking your brand, this episode gives you the research-backed playbook. Links and Resources: Connect with Dr. Jose Torres: https://www.linkedin.com/in/joseluissaavedra/ Connect with Dr. Ahn Dang: https://www.linkedin.com/in/anh-dang-nku/ ==================== Subscribe & Listen to more content here: Web: https://www.cincinnatibusinesspodcast.com YouTube: https://youtube.com/playlist?list=PLGtiiP79wCZ2ALPztpr-7XWMl7uQUFRvB Apple Podcasts: https://podcasts.apple.com/us/podcast/cincinnati-business-podcast/id1785929912 Spotify: https://open.spotify.com/show/50kMVlyZokuoLwzE2fwAmt?si=pk87NyzsQJGY6iE7OKpzmQ ==================== Connect with Brian: LinkedIn: http://linkedin.com/u/bwerickson Instagram: http://instagram.com/cincybizpod/ TikTok: http://tiktok.com/@cincybizpod Facebook: http://facebook.com/people/Cincinnati-Business-Podcast/ Spotify: http://open.spotify.com/show/50kMVlyZokuoLwzE2fwAmt?si=pk87NyzsQJGY6iE7OKpzmQ ==================== Produced by the Cincinnati Podcast Studio Creating a high-quality DIY video podcast is complicated. Cincinnati Podcast Studio simplifies video podcast production so you can just show up and share your message — creating true fans while establishing your authority and building trust. Are you in the Greater Cincinnati area and interested in starting your own podcast? Book a Tour Today: http://cincinnatipodcaststudio.com/ brand marketing, social media strategy, digital marketing, brand engagement, Wendy’s Twitter, Coca-Cola branding, marketing humor, small business tips, NKU business, Cincinnati business podcast, business podcast, Cincinnati Podcast Studio, video podcasting, how to grow a brand, LinkedIn strategy, toasting vs roasting, marketing mistakes, brand awareness, consumer behavior, brand identity, business growth