Taking care of a Brand

The last few years, brands have changed in the light of the Web 2.0. The social aspects of it increased the number of “touch points” of a brand almost to infinity. Buying credibility through adds and commercials just don’t do it anymore. Thanks to Social Media the crowd matters more then ever. How do you have a conversation with a crowd? You don’t and you can’t. So, your goal would be to create a set of guidelines for your Brand: the “DO THE RIGHT THING” guidelines. Everyone in your organization should know, understand and recognize these guidelines. They need to believe the statements of the guidelines and act accordingly. Your inbound communication should target the guidelines as well as your corporate identity. Ethics, moral, authenticity, they are all essential in the process of creating brand ambassadors. Unlike a few years ago, you can’t fool anybody anymore.


It is very important that you understand that the perception of your brand is created externally. The CROWD OWNS your brand. What THEY say about your brand is true, not what YOU say about it.


With your “Do The Right Thing Guidelines” you also want to involve your strategic partners and let them know what your brand is all about. Creating ambassadors is very important. You know you can’t control the crowd, but you can create ambassadors amongst your business relations and suppliers.

If you like the subject feel free to visit the site of my friend Steve Farnsworth who has some excellent Blog posts about the matter.

With regard to the great visualization: Some time ago I found it on the internet. I noticed that there a many look alikes. I am not sure who is the creator so I can not give this person credit for it. I would like to give this “Nomen Nescio” all credits for this visualization!