Managing the Conversation
Sign In to Download
This piece was authored in conjunction with The Conference Board Council on Corporate Brand Management.
While branding has always been about shaping experiences, today, in the age of 24/7 communication and social media, the challenge has shifted from shaping the message to managing an active conversation. With developments in digital communications, a company’s brand, reputation, product offerings, and employee behavior are the subject of a continual conversation among consumers, interest groups, and the public at large.
Member organizations can view the entire article by logging in and then clicking the download button on the right side of this page. If you are not a member and would like a copy please call Customer Service at 212 339 0345 (hours: 8:30 a.m.- 5:30 p.m. ET Monday-Friday) or e-mail at firstname.lastname@example.org