4 Can You Control Your Brand, or Just Share It?

Perceptions about “control” of the brand have caused some companies hesitation when it comes to adopting social media. They fear that giving too much control to outsiders will adversely affect the company’s brand. In a world of consolidation and globalization, where the physical product is only a part of the company’s differentiation, brand attributes have become increasingly important. Earlier, I mentioned that the CEO of Procter & Gamble suggested companies “let go” of their brands, yet this suggestion came from the chief executive of a company that created the position of brand manager. Clearly there is conflict here.

But these concerns come from both a misunderstanding of just what a brand ...

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