Traditionally, branding and product marketing are about controlling image, message and perception. But strategist Paul Worthington points out "great branding has always been about influence ... influencing consumer choices and desires in a manner conducive to your goals and their satisfaction." The key to successful marketing in a social-media-powered world then, Worthington argues, is all about influencing your customer base by actively listening, being comfortable with ambiguity and maintaining a strong sense of your brand's purpose.

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