A brand’s reputation can be its most valuable asset.
Brands become memorable when they attach their name to a greater purpose: Old Spice, Dove, Burberry, Škoda. Consumers, faced with so many options, prefer brands with an identity they can relate to.
Yet in order for businesses to craft a successful brand identity, they need to understand their current brand, why they exist, opportunities in the market and how they can effectively pivot their identity. Social media intelligence, when applied correctly, can help inform these strategic endeavours.