Just as Share is the new Save, Media is the new Brand.

We have knowledge oozing from every organizational orifice. Switching from save to share creates myriad new opportunities for innovation, project breakthroughs, leverage.

Internally, we are more interconnected, friendly, collaborative. Externally? Well, when we share our genius, we are reframing our corporate brand – away from our product toward our special sauce, our very fabric. Our brand moves from monolithic logo and product uniformity / ubiquity to our intertwined narratives, personal stories, our humanity.

Social brands are the ones that are making waves, the ones that go viral. David Armano and the Edelman crew has some good content on how brands are becoming media companies, independent of their product line.

This means much more work for marketing departments than just branding guidelines and spokesperson corralling. It means unpeeling the organizational humanity and letting it bask in the sun.

←This Much We Know.→