The value of social media is now amplified in the context of a new phenomenon: post-crisis consumerism. Current research drawn from Brand Asset Valuator, the world's largest database of brands, reveals there's no returning to "normal." Cultural shifts in values are influencing new consumer behaviors, which create unexpected opportunities for enterprising companies to gain competitive advantage in a challenging marketplace.
Most marketers still see metrics like trust and awareness as the backbone of how brands are built. They're dead wrong—these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands. Reconnecting with consumers via social media is a better strategy.
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