Simone Lovati Life Stream [English]

Corporate brands themselves are defined indifferent ways, but it generally has to do with how someone in your market feels about your company, its products and services. It's primary tools involve advertising and graphic design. Traditionally branding was used to create the illusion that an organization consisting of tens of thousand of employees spoke with a single voice, marched in unison and never, ever made a mistake--or at least one that the company would admit to.

Over time, this form of branding has lost effectiveness and the cost of maintaining this sort of brand strategy has simultaneously become more expensive. Those high costs in these down times have much to do with the current acceleration of large companies into social media.

While there are quite a few exceptions, generally speaking traditional type brand messaging has fallen flat in social media venues while personal brand has thrived.

 

I agree totally with Shel Israel. When I'm speaking with a brand, I want to speak with people, not with a logo. Social media has given voice to people inside and outside the company...

We are seeing the fall of the Corporate Brand Wall.

For this reason in the last 2 years, my advice for all Clients about social media is always the same: give human voice to your brand

Please, don't open a corporate account on twitter or facebook (I want to speak with Marchionne, not with Fiat logo;))

What you have to do is Open many accounts for every persons in your management team, unleash their power to conversate togheter and with customers: they are your values, they are your brand!