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Branding in the Age of Social Media

Branding in the Age of Social Media

Thoughts on the tendency of consumers to redefine by themselves the significance associated to brands.

Author(s): Douglas Holt

Publisher: Harvard Business Review

Date of publication: 2016

Read this article on the publisher's website [Harvard Business Review]

Synopsis

This article is one of the sources used in Manageris’ synopses:

Differentiate through corporate identity

Differentiate through corporate identity

To differentiate a company in saturated markets, its project, convictions and culture are increasingly important. How can you promote them in a compelling and credible manner?
252a – Synopsis (8p.) Corporate Culture