Brand Aids: How To Launch Your Brand Into Cyberspace

The ubiquity of today's strongest and most reputable brands - among them Lego, IKEA and Barilla, according to the 2007 list of Forbes Most Reputable Companies - is in large part due to stalwart communications strategies that have been shaped and refined for years, if not decades. What, then, does that mean for these brands - and the communicators who protect and grow them - in the age of digital communications and consumer-generated content? Recent studies and reports confirm what most communications professionals could have guessed with some certainty: Social media users and online influencers are driving the need for new branding strategies. For example, a June 2007 report by, in conjunction with Brand Genetics and Hall & Partners, revealed that "Uploaders" - Internet users who drive social media - are hugely effective as brand advocates.

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