A few years ago, we released a white paper called Brand Building on Social Media. It made the case that social media *can* build brands, but in most cases it doesn’t, because the fundamental rules of brand building are usually thrown out the window.
Since then, that debate has started to move on. There’s a wider acceptance of the role that social channels can play in driving genuine brand growth.
So, we felt it was the time to move that thinking on one more step, and take a look at how, we believe, the great brands of tomorrow will be built. Social has changed it all: we now live in a distributed, decentralised, and fragmented world. The prevailing narrative is that this has all made it easier than ever for brands to succeed. The barriers to entry have been well and truly demolished.
In reality, the opposite is true. Strong brands need to be one cohesive, consistent, coordinated entity, harder than ever to achieve in today’s world, when so much lies out of their control. It’s not just about what they say, it’s what the people say that carries more weight.
But whilst it’s harder than ever to build strong brands in the social age, the upside of doing so has never been greater. How do we do it? Timeless truths still apply, but we need new interpretations to succeed in new environments. These new interpretations will form the building blocks of tomorrow’s great brands: Social-First Brands.
Our latest white-paper The Social-First Brand explores the four key elements of tomorrow’s great brands and how brands of all shapes and sizes can adopt the approach.