Fake news, Hacktivism, Internet trolls and Culture jamming are rampant pop culture phenomena in the age of consumerism. Clever strategies such as emotional and cultural branding can only help your brand go as far as one little slip from grace. In the blink of an eye, your brand’s image can be tarnished by its monstrous doppelganger. Tweets by angry fans along with memes about your brand can become your worst nightmare. Troll Proof Branding in the Age of Doppelgangers captures the evolution of the brand alter-ego, also known as brand doppelganger, created by consumers, anti-brand activists, competitors, opinion leaders, media and the public. The book discusses the world of monstrous doppelgangers and various reasons and situations that create negative imagery of personal and public brands.