Brand is social, social is brand.

Brands are often so infatuated by being first to something without recognizing if the brand expression makes sense in the first place. Let’s focus less on getting on the newest platform, on getting ten thousand followers; let’s focus on engagement — is the current audience responding? Your audience will always tell you the way they feel. Trust me.

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Think about the last time you discovered a brand that was truly new to you. Where did it come your way? Chances are, on Instagram. A cursory scroll through their Instagram probably helped you decide whether that brand was for you or not - through an elaborate mix of signals: visually based, verbally based, and values-based. You probably saw if they... See more