Part three of a five-part article:
In the past century, branding was a one-way process – delivered from the provider of the product or the service to the consumer of the product or service. The brand was tightly controlled and conveyed to audiences using traditional mass media buys, placements and speaking engagements.
“Today, thanks to the Internet, branding is now much more interactive and collaborative,” said Elkins. “It is created and controlled not by its owner, but by what clients and consumers say about the brand in the course of uncontrolled social media conversations.
“The consumer landscape is dynamic,” said Elkins. “Brands must complement traditional methods of market research and message delivery with non-traditional, innovative research approaches that successfully reveal clients’ wants, wishes, desires and unmet needs. Brands must be nimble enough to adapt quickly and engage across multiple touch points.”
For the entire article: