By Lulu Raghavan
Branding has not fundamentally changed in the age of social networks. Social media is just another channel, although a critical one now, that has to be mastered and perfected as a medium if brands are to thrive in this uber connected world that we live in.
A brand still needs to stand for a singular compelling idea that is both meaningful to its target audience and different from its competitors. A brand still needs to have consistency in presentation and experience across different touch points of the brand. And it still takes years to build a brand’s reputation but just one mistake to tarnish it. These basic tenets of what a brand stands for and how they work have not changed.