Social media is not about what “the brand manager” says. Hers is only one voice, supported by campaign monies. But consumers listen better to other consumers. The brand today is built by consumers. Social media allows for the start of a dialogue. But the narrative is shaped by millions of your brand’s customers. Staying involved in those conversations is critical.

BATA has a social media plan in place and has tried to deliver content across formats to ensure it remains before its consumers. However their word cloud suggests a large number of these mentions are related to BATA financial results and stock price.

Branding, as it is understood today, is best described as the value a consumer derives from a product. Let us first understand what brand management is. We looked at the journey of few modern brands and picked up a few tenets of wisdom.

No matter what your reason to bringing positive sentiment around your product or service, a Public Relations agency is the right way to go. Professionals who can help you figure out how to amplify your message with the best ROI. PR is an important component to your brand building story. It supports and amplifies your main storyline by giving multiple perspectives to your brand narrative. Very often, independent perspectives.

Campaign spends by brands are the biggest at this time and its interesting to look at how brands want to integrate themselves into their consumer’s psyche at this time. According to moneycontrol, festive advertising will grow 20% to Rs. 20,000 Crore in 2019. So lets see how this is being spent.