Here's some irony: Kellogg dumps Michael Phelps as a pitchman for their products in order to keep up their "reputation," but immediately plummets in an index which tracks company reputations.

"Out of the 5,600 company reputations Vanno monitors, Kellogg ranked ninth before it booted Phelps. Now it's ranked 83. Not even an industry-wide peanut scare inflicted as much damage on the food company's reputation.

Dumping Phelps Over Bong Rip Damages Kellogg's Brand Reputation   (Silicon Alley Insider)