CHAPTER 9

Brand Building in Action

The think part of the book is where you start to do some further structured thinking about your brand using some of the case examples that have been developed. The eight cases I have included focus on the following areas:

    •  Case One: Looks at Social Media Branding for Small Business by focusing on the small business with “Yarns with Erica and Jess.” It is what I call an everyday case showing how simple it is to develop and implement a social media branding strategy that encompasses the 5-Sources Model.

    •  Case Two: Examines how Social Media Spreads using the Westjet’ Christmas Cheer Around the World campaign. This is an example where offline and online community are used in synergy. This campaign went ...

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