The way I look at it, a brand only exists in the consumer’s mind. That other product isn’t a brand yet because consumers don’t really know about it. It’s still a product.
This is the way to think about marketing and brands. Brands live in people’s heads, their image is not owned by companies they’re owned by the people. This isn’t because of social media, it’s just how things work. Companies can hope to influence those opinions, but it doesn’t change the facts.
Yes! The above emphasis is mine. This is just how things work and it’s always been this way. I want to work for a company that understands this.
Social media makes it more difficult for companies to ignore the fact that they can only hope to influence perceptions of their brand.