A social contract is the way out of this dilemma for corporations that want to lead in the 21st century by showing consumers how seriously they take customer loyalty and goodwill.
Ensure your employees understand what your brand stands for so they can be your first line of word-of-mouth advertising.
More than ever before, consumers have the ability to unify their voices and coalesce their buying power to influence corporate behaviors.
The keys to brand success are self-definition, transparency, authenticity and accountability.
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
Too many brands treat social media as a one way, broadcast channel, rather than a two-way dialogue through which emotional storytelling can be transferred.
