Brand + Definition = Influence is core to brands, Internet is then core too

Branding is made of interactions and (gut) feelings from consumers. Interactions between brands and consumers generate the brand reputation and then feelings are spread by consumers through word of mouth. Which means the key vector of branding are people. Consumer influence is then the base from where brands build their image. Knowing that, Internet is now the essential channel of communication companies have to use to get in touch with consumers, since that is where they have the most important information spreading power.

David Armano presentation on branding explains well what’s the importance of the web in communication and the implication of consumers in the process:

To read more on that topic:

• Social Media + purchase = Leveraging social media to close the deal?
• Twitter + Customer Care + Community management = how tweeting may change your brand reputation
• Age of conversation: a book to read
• Web 2.0 + Best Practices = Connecting and creating value
• Word of Mouth + Strategy = engrave it in your delivery strategy