Every brand has something on the Internet, whether it's video or doing something on social media. It's just another form that brands are starting to realize they have to be a part of.
Sentiment: NEGATIVE
If you look at the Internet, it's been hard for a lot of the traditional media companies to launch viable brands.
As a function of the easy access to information provided by the Internet, and the ease with which it can be shared thanks to social media, consumers are now better informed as to the behavior of brands and the multiple global crises we face.
Brands must be very specific in their choice of social media platforms through which to communicate their CSR or cause messaging.
Lots of people are going to sell clothes online. But not a lot of people have built a brand, a living, breathing brand that people feel like they're part of.
Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.
As we've come along, we've educated our audience, getting them to understand that brands do not compromise entertainment. For us, they enhance it. They enable it.
Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times it will be behind. But brand is simply a collective impression some have about a product.
In our quest to tweet, like, and trend, we have forgotten that brands can be built through advertising. Ads can generate big ideas that can never be trumped by tactics. That is the magic of an ad, and that is what is missing from many ads today.
I think Facebook is an extraordinarily important part of the Internet ecosystem, and having a robust presence there is a critical part of any brand (or company's) strategy.
Your brand is your public identity, what you're trusted for. And for your brand to endure, it has to be tested, redefined, managed, and expanded as markets evolve. Brands either learn or disappear.