Tag: branding

Twitter Is Not a Strategy: Book Review

January 7, 2015 Content Marketing, Social Influence 1 comment

Twitter Is Not a Strategy

How do we build strong brands in the digital age? Should brand marketers “bow to algorithmic salvation”, allowing data and process to ride roughshod over inspiration and creativity?

Chairman of JWT Asia Pacific Tom Doctoroff provides compelling answers to these burning questions in his latest book Twitter Is Not A Strategy. Author of the book What Chinese Want, Tom argues in his new book that “new-media cleverness” cannot be a panacea for marketing. Rather, effective marketing begins with deep customer insights that translate into a great brand idea that is media-agnostic.


Branding in The Social Age

November 6, 2013 Social Influence 1 comment

Branding in the Social Age
Coke, Starbucks and Subway are leading social brands (courtesy of Slashfood)

How do you create a social brand? Are there any differences between a traditional brand and a social brand?

In the age of social and digital media, traditional methods of branding are not enough. The process of building and implementing a brand needs to consider the unique characteristics of the social ecosystem.