To act in a manner contrary to a positive one has built up, whether amongst friends, professionals, colleagues, the media, social networks, etc,.
For example, Tiger Woods had built himself a reputation and image of a consummate professional who no one could find fault with. However, due to recent events, his good image was ruined in as stories surfaced that were contrary to his previously established image.
Man, Susan and Tom called off their engagement because he was hooking up with the office temp and she found out.
No WAY! He really Tiger Woods It didn't he?