What's in your brand toolkit right now? Some new goodies for you to consider
The changing media environment means that our brand toolkit has had to be restocked. However, argues Graham Freeman at Five By Five, social media is not just about marketing, but about the way we communicate across every part of our business.Brands are still a central part of marketing communications, so ‘sub-social’ brand investment was worthwhile. But with everyone now contributing to brand reputation, good or bad, brand management has become more complex, harder and uncertain. We have entered uncharted territory – so what’s in our brand tool kit has to change too.
Differentiating, compelling and true propositions, consistently delivered in often unknown touch-points in this social world, are constantly under the ‘authenticity’ microscope. This uncontrollable audience focus drives our need for careful strategic navigation rather than tactical reaction, otherwise our brands risk disappearing into a dark hole of oblivion.