Managing the Conversation
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.
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