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Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.

Simon Mainwaring

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Simon Mainwaring
Age: 57
Born: 1967
Born: January 1
Blogger
Writer
Voice
Define
Stands
Tone
Communicate
Core
Terms
Consistently
Term
Brand
Values
Brands

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Consumers desiring a better world have already achieved some successes in this regard, helping to transform several industries from the ground up.
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Companies, to date, have often used the excuse that they are only beholden to their shareholders, but we need shareholders to think of themselves as stakeholders in the well being of society as well.
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The new dynamics between brands and consumers, driven by social media, are proving to be a powerful impetus for change.
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If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
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Executives can no longer hide behind the corporate veil. They need to be accountable for what their companies do, because entities are responsible for socially irresponsible behavior.
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Like all technology, social media is neutral but is best put to work in the service of building a better world.
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As a speaker, business leader or marketer of any type, the onus is now on each of us to become equally capable of communicating very personally with a seemingly endless number of people connected by social technologies.
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Not since the digital revolution in the early '90s has technology placed such a comprehensive burden on business, employees and individuals to reinvent their business plans, services and products, and themselves to keep pace with the changing marketplace.
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Social media demands a lot of us on top of our already demanding lives. So let's disconnect as we need to and renew our interest and ourselves.
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The currency of universal values make brands innately sharable.
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Corporations often partner with government after natural disasters, as many companies did in the aftermath of Hurricane Katrina in 2005. As a rule, however, long-term civic/corporate partnerships are still rare .But this need not remain the status quo, as many opportunities are available for such partnerships.
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Concerned consumers are realizing that they can use social media to organize themselves around shared values to start effective movements. Social media gives them a sounding board to share ideas, as well as a means to punish irresponsible corporate behaviors.
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There is a growing awareness among brands that in order to participate in conversations that are taking place across social networks, they must join these discussions on the basis of something that is meaningful to their customers.
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Integrate purpose into your for-profit business model through a long term commitment to a cause that is aligned with your core values and those of your community.
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Consumers want a better world, not just better widgets.
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The framing of how we relate to each other within and across social media platforms will continue to become more sophisticated and nuanced in their expression of how we structure our relationships in our real world lives.
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The launch of Google+ apps sends a powerful signal - the personalized web has begun. What this means is that the way information is structured and accessed will turn on the individual, or rather their personal profile which is a composite of all the data collected on the basis of what they have searched for and shared.
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How much do you as a consumer value a positive experience with a brand or its customer service department? How willing are you to share that with your friends? How inclined are you to let that person know that you're interaction with them was positive?
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Non-disclosure in the Internet Age is quickly perceived as a breach of trust. Government, corporations and each of us as individuals must recalibrate how we live and share our lives appropriate to the information now available and the expectations of others.
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With the never-ending stream of new social technologies, apps and platforms rolling out every day, its easy to get lost in the minutiae of social media. Yet for there to be effective change, especially within large, top-down, hierarchical institutions, a company must have an over-arching understanding of the new role it has to play.
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