The evolution of consumer power in the web 2.0 era has completely changed the game of communicating with consumers in the virtual world. Moreover, brands are facing threats in the new dimension, due to negative e-WOM (online word-of-mouth) and online anti-brand communities. In this article, we examine the origin of consumer power shift, anti-brand community formation and mechanism, accordingly, recommendations in relation to managing online anti-brand attacks are provided to give managers a practical playbook.