How do we create Social Brands?
” In the era of Social Media, brand building has become a
vexing challenge. This is not how it was supposed to turn
out. Most companies saw the advent of Social Media as
the start of a new Golden Age of branding. They hired
armies of creatives and technologists to insert their
brands all over the digital universe. “ Viral, Buzz, Memes,
Stickiness and Form Factor “ became the new language of
branding. Despite all of this effort, there has been a very
little payoff. What has gone wrong? To solve this puzzle,
we need to remember that brands succeed when they
break through in culture.”

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