RSS
Roger Sametz in Businessweek
Bloomberg Businessweek carries a weekly strategy column in their Small Business section called “Today’s Tip”—and we’re pleased to announce that our president and CEO, Roger Sametz, was a recent contributor.
The “Today’s Tip” column is aimed at helping entrepreneurs and business owners improve the way they run their organizations. Entrepreneurs, academics, and consultants from a diverse range of industries offer practical advice on a variety of topics each business day.
In “Brand Management in the Age of Social Media”, Roger shared a series of steps to help business owners create a successful mosaic brand, even in this era of multilayered, multifaceted communications:
“The notion that you can manage your brand by simply crafting messages onto print and digital materials and then handing them down from headquarters is becoming more outdated every day. Today, monologues need to be replaced by dialogues; formal market research needs to be paired with attentive listening; participation in social media is now both de rigueur and high-stakes; and constituents who before trusted only close friends to help them make decisions now have a huge, portable social network they can call on for round-the-clock consultation.
What you plan and execute from your conference room can be either reinforced or undermined by what you don’t plan and execute. And anyone can create a brouhaha.
How to cope? More important: How to succeed?
Start by thinking of your brand as a mosaic. You place some of the tiles, then the rest are placed by others. Your job is to place enough tiles to control the context of your mosaic so that the brand picture you’ve outlined (and partially filled in) will influence how those extra, external tiles are seen and understood.”
You can read the full article here.
Thanks to Businessweek for the opportunity to connect with your readers—and we look forward to offering them more strategic advice to help them achieve their key business goals in future.
Categories Branding, Outside the Square, Strategy and Management
Twitter
LinkedIn