It’s clear that the benefits of social media to marketers are many. Yet, if the channel is so attractive, why isn’t every brand already well established as a social brand?
Social media went from a tertiary consideration for adventurous brands to a must-have for most in a few short years.
In today’s environment of new technologies and even newer social media platforms, it’s easy to lose sight of marketing fundamentals.
Brands are most effective when all their elements come together as a single personality. Yet, in today’s world of marketing, communications have never been more fragmented.
Sustainability may have become a mainstream concept but it’s not an easy fit within a brand strategy. From first identifying the issues that matter to finally taking a message to market, it’s a long distance for a brand to journey.
It used to be that good brand management simply meant finding the right positioning, leveraging well-understood media channels and delivering solid quarterly returns. Not anymore.
It’s an unfortunate truth for the planet that we humans like our comforts, conveniences and status symbols – all available at the local mall.