On the Harvard Business Review website Patrick Barwise and Seán Meehan offer advice on brand-building, pointing out that the rise of social media means it has never been more important to get the branding fundamentals right.
Although social media has shifted power to consumers, the authors insist it is wrong to think that traditional marketing activities will become irrelevant. They say developing a brand and reliably delivering on a "compelling brand promise" is more urgent than ever.
Barwise and Meehan have worked on marketing strategy across industries, focusing on new media over the past 15 years and recently on social media marketing. Having been directly involved in successful new media start-ups – including one specialising in customer advisory panels and online brand communities – they have come to the following conclusion: