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The Social Employee: How Great Companies Make Social Media Work
book

The Social Employee: How Great Companies Make Social Media Work

by Cheryl Burgess, Mark Burgess
August 2013
Beginner content levelBeginner
288 pages
6h 31m
English
McGraw-Hill
Content preview from The Social Employee: How Great Companies Make Social Media Work

CHAPTER 16The Blue Focus Marketing 10 Commandments of Brand Soul

During the many interviews we conducted for this book, one idea that was continuously shared with us was the concept of DNA. This term, as we came to understand it, indicates practices and mindsets that lie at the very core of a brand’s values. The elements that make up a brand’s DNA come as naturally to a company as breathing, and they are just as valuable to a brand’s existence.

A recent WARC article took this concept a step further by establishing the concept of a brand’s “soul.”1 This idea captured our imaginations, as it sounded to us that a brand’s soul would be a natural extension of its DNA. If DNA represented the essential components that make up what we are at our core, ...

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Publisher Resources

ISBN: 9780071816410