In the era of Social Media, brand building has become a vexing challenge. This is not how it was supposed to turn out. Most companies saw the advent of Social Media as the start of a new Golden Age of branding. They hired armies of creatives and technologists to insert their brands all over the digital universe. “Viral, Buzz, Memes, Stickiness and Form Factor “ became the new language of branding. Despite all of this effort, there has been a very little payoff. What has gone wrong?
To solve this puzzle, we need to remember that brands succeed when they break through in culture. “
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