- People BELIEVE thier FRIENDS and DISBELIEVE large brands (The Economist)
- Social media allows a brand to become "A Friend" to individual consumers. Friends create CREDIBILITY.
- An example is Rihanna, the singer. She is presently running a contest in which her fans will select the next song from her "LOUD" album for radio release.
- Rihanna has created a conversation with her friends. She has given them possession of her music selection. This ownership creates brand. It distinguishes Rihanna from other artists. Rihanna's market has friended and she now has credibility and a brand for her music and album.
Thursday, March 17, 2011
HOW TO CREATE AN INSTANT BRAND: SOCIAL MEDIA CREATES A CONVERSATION
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