SES NYC On Branding…

This morning I’ve attended a seminar by John Gerzema, Chief Insights Officer of Young & Rubicam group, who strongly believes that branding is the future of sustainability for a business. John mentioned that branding is now venturing away from the basis of mass media and economies of scale to a consumer empowered influence.

Popular social sites such as Facebook and Twitter are now showing an interest in co-operative consumerism. I’m sure you’ve looked into product review sites before making a purchase, but now Facebook and Twitter has given the consumer an opportunity to post a comment or question that can reach thousands of consumers in minutes. In today’s economy it seems that consumers are trusting the opinions of one another more than they are trusting their brands.

If you can harness this power of communication and utilize it effectively, you will see that social media along with consumer empowerment will reshape the “meaning” and “value” of brands.