Is your brand an Ashton Kutcher or a Charlie Sheen?

06/15/2011 | Advertising Age (tiered subscription model)

Charlie Sheen's attempt to resurrect his career via Twitter appears to have flopped, writes Anthony Young -- but Ashton Kutcher, a similarly Twitter-friendly celebrity, is going strong. The key difference is that Kutcher's tweets form part of an integrated multichannel branding strategy, while Sheen's surreal tweets do little to bolster his broader brand. "Getting the overall brand messaging and communication strategy right, rather than jumping straight to social-media tactics, is what's going to bring success," Young writes.

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