Controlling your brand message in the social networking age

The best thing CPG and retail brand managers can do is to ensure that the elements of their strategy are consistent. In the case of retailers, this involves making sure that the merchandise assortments, pricing policies, customer service and store atmosphere (among other attributes) work together instead of fighting each other. Start with consistency — and execute well — and it becomes easier to push your brand to top-of-mind relevance.

There is no doubt that brand managers face a rising challenge executing this task because of the growth of social networking. External communication like Facebook and Twitter can shape brand perceptions in viral ways beyond the control of marketers…unless those managers figure out how to turn these tools to the advantage of the brand image. Not an easy task!

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