guest post by Tamsen McMahon Despite lip-service to two-way communication, branding has often been a one-way effort: we decided what we wanted people to think about our companies and designed marketing and communications that made that happen. Or so we hoped. But a brand is the collective impression people gain not only from you and your marketing efforts, but from all of their interactions with you—and the interactions others have as well (newly amplified through social media). That means we need to look at the process of branding in different way: through a social lens. Yes, we still need to understand our competitive landscape, our customers, and ourselves. We still need to develop a common set of messages, reinforced visually. We still need to design, sustain, and retool our efforts so who we are and what we stand for remains clear—and compelling—to our customers. But each step now has new implications. To make our branding efforts truly interactive—truly social—we need to incorpo
http://www.conversationagent.com/2010/01/the-7-keys-to-social-branding.html
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