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Branding in the Age of Social Media – Harvard Business Review

Competing for Crowdcultures To brand effectively with social media, companies should target crowdcultures. Today, in pursuit of relevance, most brands chase after trends. But this is a commodity approach to branding: Hundreds of companies are doing exactly the same thing… Continue Reading…

harvard business review shidonna raven graphic design

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Branding in the Age of Social Media – Harvard Business Review cont’d

Cultural Branding While the rise of crowdculture diminishes the impact of branded content and sponsorships, it has greased the wheels for an alternative approach that I call cultural branding. The dramatic breakthrough of the fast-casual Mexican food chain Chipotle from 2011 to… Continue Reading…

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