Social networks can breathe new life into old brands by enabling companies to build collaborative relationships with consumers like never before. But what’s a corporate giant to do when no one wants to follow it on Twitter or be its friend on Facebook?
Many firms struggle to answer that question. Yet turning even mundane products like toothpaste or tampons into talking points doesn’t have to be difficult. The trick, a few innovators have found, is to let consumers lead the conversation. Rather than strip a brand of its valuable identity, relinquishing control of messaging to the masses can have a rejuvenating effect.
To read the full, original article click on this link: IDEO: Five Companies That Mastered Social Media's Branding Potential | Co.Design
