Managing Brand Risk Posed By Social Media Proliferation

A very insightful Altimeter Group report released this week indicated that the average company with more than 1,000 employees has 178 social media accounts across all channels. Fewer than half of those companies had a coordinated approach to social media deployment across the organization. This poses a huge risk for those companies and should be… Read More

Opportunity Knocks: Differentiate Through Customer Experience

There’s an opportunity being squandered by many brands today. It’s the opportunity to differentiate through a unique and exceptional customer experience. It’s not that many brands aren’t attempting to do this. Many are, or at least that’s what they’re saying. But the question becomes: Is the commitment to customer experience as high a priority as… Read More

Who Defines the Brand?

Does the age of social media and connectivity spell the end of “branding?” Many people claim this is the case. In reality, it’s not true. Social media does present some unique challenges to brands. People can complain publicly when expectations are not met. These complaints, if they persist and spread, can also damage a brand.… Read More