Brand management in the age of Social Media

Today, formal market research needs to be paired with attentive listening; participation in social media is now both de rigueur and high-stakes, and constituents who before trusted only close friends to help them make decisions now have a huge, portable social network they can call on for round-the-clock consultation. Ways businesses can succeed in this endeavor include crafting an irreducible core message, and evolving an approach to visual brand expression that will hold up across different media. Full Article.