Opinions about branding by Dr. Dannielle Blumenthal

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Thursday, January 29, 2009

I have been thinking about this a lot. And what initially seems like a contradiction (authenticity vs. image) may actually be more of a filter than an obstacle. What I mean is, brands that are real -- that keep their promises -- should have no problem with social media because social media essentially keeps you honest. When you're out there speaking your mind (and when people are speaking their minds about you) in an unfiltered way, you are basically displaying your real brand. If your well-crafted corporate brand is the same as your unfiltered identity, then integration is a non-issue. But if you're trying to promote an image that isn't real, social media will catch you. So the message for branders is, the limbo bar has been raised (lowered?). You'll have to scoot under it more carefully now.

Monday, January 26, 2009

This is an issue that nobody is talking about but everybody should be. Social media is about expressing yourself authentically, without a "message." Branding is about sticking to the message. Social media is getting stronger than ever and branding isn't going away either. How do we integrate the two?

I have some thoughts on that - more in a future post.