One of the main things I have learned working through the digital and now social media revolutions is that the truth, transparency and power of social media requires a fundamental shift in thinking for the marketing, advertising and PR profession.
If we truly want to control brand communication today, we must be willing to give up control. Not an easy thing for human nature and professional disciplines that are taught and practiced in the very opposite manner. Pick up any Principles of Marketing, Advertising or Public Relations text and you will find the same – methods, strategies, and processes all designed to control the message.
Even with the advancement of the new discipline of Integrated Marketing Communication (IMC) all brand communication is attempted to be controlled an put into one unifying message across consumer touchpoints to combat advertising clutter and loss of mass media audience.
Maybe that is why so…
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