5 How to become a social brand
Patrícia Dias
CECC/ Universidade Católica Portuguesa
This chapter begins with a discussion about how the digital environment and brands shape each other and about the challenges and opportunities that brands face in contemporary times.
Then, this chapter presents a discussion of the features, strategies, and tactics that can make a brand stand out from its competitors and matter to its consumers and fans.
Finally, this chapter draws on previous findings and literature on the topic to suggest a new model that can help brands cope successfully with the contemporary digital environment. To stand out and matter, brands must become Social Brands.
5.1 How brands can stand out and matter ...
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