Will Social Media Kill Branding? Researchers Evaluate How Social Media has Transformed Traditional Marketing
For decades, corporations used a steadfast formula in branding a product: big advertising investments that produced customer awareness and built a positive product reputation. By investing heavily in and tightly managing a product’s image via controlled communications, dominant brands could be leveraged to cultivate loyalty and a long-term stream of profits. But social media’s meteoric rise in popularity may be killing the old, reliable branding formula and changing how consumers interact with brands.