This paper analyzes opinion patterns in cumulative crises of brands on social media, taking the crisis of a Russian brand named VkusVill as a case. In our previous research, we found out that the nature of online crises is cumulative, as deliberative patterns in discussions around them are absent, and user opinions quickly rocket and get shaped, which may lead to negative actions toward the brand. Thus, there is a need to see how deliberative and cumulative features of the dialogue around the brand crisis combine, as well as how they relate to user traits, including their values-based positions on a given issue. As our analysis shows, the ‘epicenter’ segments of the discussion in the VkusVill account of structurally comprise polarized micro-dialogues and cumulative commenting directed urbi et orbi. A low enough number of comments is directed to the brand itself, but user polarization leads to mutual ‘canceling’ of social groups, as well as to ‘canceling’ the brand from both sides. This calls for rethinking of strategies of brands’ participation in cumulative discussions, as brands need to engage in values-related talk, rather than use rebuttal strategies. The conversation dynamics moves from completely cumulative to micro-deliberative patterns in short dialogical sequences (