When it comes to branding and messaging, your marketing people are the experts. Look to them for direction in creating the best messaging that reflects both your company’s philosophies and how you should present your products or services to the public. However, companies need to remember that offline and online marketing work differently. The offline audience can view brands very differently than an online community.
Most likely, that means you will need different messaging to relate to, engage, and help identify with online communities. But just because you need a different way to relate your message to these online communities doesn’t mean that your core messaging and branding needs to change. ...
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