How much control do you have over your brand?

Diva Marketing Blog attacks this question with the recent post “Who Controls Your Brand’s Message?.”

A few years ago – or perhaps only a few months ago – many successful executives achieved corner office status through controlling both internal and external information. Of course there was help from an advertising and/or PR agency that crafted the clever messages.

Enter a world where blogs, podcasts, email, instant messaging and cell phones shifted the dynamics. No longer does an organization control the marketing message … or rather perhaps I should say – no longer are smart companies under the illusion that only they control the brand image.

Sidebar: Do you think a company ever really controlled the message? There was always word of mouth and reporters who spun the story.

[snip]

I don’t think I ever had control of the message. So that, at least, hasn’t changed.

Author: Paloma Cruz

Find out more about Paloma Cruz through the About page. Connect with her on Twitter (www.twitter.com/palomacruz) and (Facebook).

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