Why the Brand Idea Still Matters in the Age of Social Media

With Social Media Week fast approaching in New York, Singapore, Milan, Tokyo, and other major centers, it’s a good time to take stock of how brands are faring in our always-on, multi-channel, multi-device marketing world.

Social media has grown from a tertiary consideration for adventurous brands to a must-have for most in a few short years. While the benefits that social media offers are many, marketers must also grapple with the challenge of telling a coherent brand story across a growing array of platforms and increasingly competitive landscape. How can the brand idea avoid becoming eroded in a sea of Facebook activations, Youtube videos and Twitter hashtags?

Today we launch the first of a five-part interview series that explores the challenges and opportunities that social media presents to the brand idea. I tackle this topic in conversation with leaders from the JWT network and beyond who offer a range of perspectives:

• Jack Perone – VP Strategic Planning Director at JWT Canada
• Ingrid Bernstein – Director of Experience at JWT New York
• Christophe Cauvy – Head of Digital & Innovation for JWT Europe
• Lee McEwan – Group Planning Director for JWT London
• Thomas Gensemer – Managing Partner for Blue State Digital

The consensus – from those grounded in brand theory to those on the frontlines of digital engagement – is that the brand idea still needs to be at the center of all marketing activities. Given the fragmentation of social channels, it’s now more important than ever before that all marketing efforts be unified under a powerful brand idea.

Check out today’s interview with Jack Perone here.

Be sure to watch this space for a new interviews each day, as well as the white paper Why the Brand Idea Still Matters in the Age of Social Media on February 15th.

— Stephanie Myers is Director of New Business for JWT Toronto. Follow Stephanie on Twitter.