There are plenty of very senior communications directors out there who talk about 'establishing the voice of the brand' online.
These people are dinosaurs. Wake up. A fundamental communications shift is taking place online. There are people talking about your brands on blogs; bookmarking articles on your brands, sharing them with their friends and making videos about your brand or editing your TV commercials. The days of carefully manicuring the brand image are gone. The days of top down pronouncements are not going to work in the buzzing, messy web democracy. You cannot impose brand guidelines on the babylon of voices talking about your brands on the web. Online you have lost control of your brand. So what do you do? You start to join in the conversations.
Forget monologue. It is time for dialogue and for communications directors who are prepared to take risks and choose new business models.
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