Brand building: Focus on brand needs, not fads
Fiona McAnenaClearhound
Ever had a boss who habitually seizes on something another business is doing and says: "Should we be doing that?"
Social media is causing the same insecurity complex in the digital immigrant generation. Questions often asked include: how many Facebook friends does the brand have? Is everyone moving to Instagram? Will being on Pinterest make us cool? Can we do a partnership with Foursquare? Or, more likely, Now that we have our Facebook page/Twitter feeds/app, how do we monetise them?
This is a bit like walking down the high...