…marketers were able to control their message in all facets. As a business, you had 100% say over what messages about your brand were being received. Some (many) are still clinging to the idea that they can accomplish resonance via pushing messages out to consumers. Meanwhile, there are others out there that realize this is simply not possible. You can no more push messages and expect that to be a holistic view of what your receivers see, think or feel about your brand, than you can expect the telegraph to come back. Sorry, but the private business sector and general public have discovered the cell phone of marketing.

There is a light at the end of the tunnel though, so don’t despair! There are a multitude of ways to influence brand perception and still be effective at promoting your company. Let’s look at a couple of them. [Read more…]