No, not Snapchat.
Your message. Or more importantly, the message that is spread about you. Don Draper reminded us in Mad Men that if we don't like what's being said, change the conversation. To change the conversation, we must consider the people doing the talking. If the perception is negative, get them talking about positives.
But it's not just a marketing trick. The other part of the equation is that you have to change the negative things about your business.
So for example: If people are complaining about your customer service, show them how great your product is while you work on making improvements to your CS. Then when they say, "yeah, but the service..." you've got a nice thing to come back with, "yes, we heard you."