Brands in the Digital World

 

I  just finished an interesting book by Allen Adamson, entitled Brand Digital. Adamson does a commendable job of explaining the importance of brand development in the emerging world of social media. He provides many examples and challenges faced by organizations today. I would encourage you to get a copy.

I have made the case before and will continue to do so that our brands must include a digital component in our brand development efforts. Whether we want to create our own means of networking or utilize many effective tools that are already developed like Facebook, we need to establish ways to recruit, train and retain our brand champions.

I recently met with a professor from a school that is utilizing Wiki software to create a network of brand champions. I think that is a fantastic solution!