Tom Megginson is a Canadian advertising guy who’s spending a lot of time with social media. He’s just launched a new blog, Change Marketing.
Nepotism aside …
I think I would have included a link to this blog even if it weren’t my brother’s, because of passages like this:
Branding accesses our very nature as social animals, taking advantage of the good feelings we get out of loyalty and admiration towards other human beings in our tribe. But in the case of companies and products, the personality traits are conjured up in an anthropomorphic emotional construct. We “like” favourite brands. We “trust” them. And most importantly, we make them part of our tribal identity.
Traditional marketers consider setting up a Facebook presence as something you DO. The problem is, the presence is all about who you ARE.
(From Social Media: Brand, don’t sell.)