"Until recently, branding was almost exclusively controlled by the advertising industry whose purpose has, traditionally, been to formulate branding concepts for their audiences to absorb. Wowing audiences with creative messages, inspiring innuendos and surreal images, worked. Audiences were happy to fall for the dream and not shout about the reality; but with the arrival of social media and the real time Web we are seeing, these same audiences not only answer back but take control and engage in the brand experience itself on a minute-by-minute basis. This directly affects the way you should manage, monitor and measure your online branding campaigns - in real time."
