SOCIAL MEDIA STRATEGY AND BRANDING; HOW DOES A CUSTOMER CREATE A BRAND WITH ITS BRAND AND WHY IS IT IMPORTANT;

In social media marketing brands have to become personal. If this is done, strong brands will be created. Reverse branding is when a customer creates a brand with its own brand. This is critical in creating strong brands.

Three things create reverse branding. Customers create IMPACT with their brand. Employees see for themselves how their work benefits others.

Reverse branding creates APPRECIATION. Employees come to feel valued by end users. Even though employees know intellectually that their contributions make a difference, gratitude from end users is a powerful reminder of the value of continued quality improvements and innovation.

Reverse branding creates EMPATHY. Employees develop a deeper understanding of end users” problems and needs and thereby become more committed to helping them.  Researchers have found that when product development teams had contact with customers, they were more likely to create offering that exceeded projections for sales and market share.