Social Media is a Quarterback

The perfect social media is a quarterback, driving a strategy that leads to real business value, not popularity chasing with limited to no value. That position — the internal strategist that aligns various business units — will continue to be around, but only necessary at big corporations. The small companies and startups have no need for those people now, and will begin to see that there’s no need for them in the future.

– Jeremy Pepper, public relations consultant

What makes a brand real?

People like brands, especially brands that are real. So, the question is What makes a brand real?

I believe that it’s a great story.  An almost personal story. A story that rings true, based on consistent and aligned experience of product, service, partnership, people and communications. A story that feels authentic, realistic and makes people want to be part of it.

Even in this economy, brand story may not be our top priority but it definitely is something that our customers, consumers, partners and stakeholders are looking for. And they are the ones that ultimately judge it.  With their hearts and with their wallets.

Every great brand has its roots in authenticity. This authenticity cannot be faked. It has to be earned. It is derived from passion of the people behind the brand. This is my key criteria when I am working with brands, hiring for brands and am involved in a brand. Passion. Our customers demand it. Things have changed.

Imagine yourself in their shoes.