How social media changed branding

Companies have long grouped their target audiences by their socioeconomic background, but that demographic information is not as useful as being able to create “digital tribes” that bind users together in a more organic fashion, Kate Bulkley writes. Social networks are the key to companies seeking to engage with customers and manage their brands using these tribes, she notes. “We are seeing a switch from being a brand manager to being a brand guardian and influencer,” says Richard Pinder, the chief operating officer of Publicis Worldwide.  Guardian (London), The


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