Branding in the social media age

David Aaker, often hailed as the father of modern branding has the following advice for traditional companies trying to connect with young customers on digital platforms. 

The tough reality is customers simply do not care about your brand or offering says Aaker because they have choice. They don’t even bother with counter arguments. They simply ignore you. Three things matter, says Aaker.Focus on a ‘wow’ factor and create a ‘higher purpose’, he says, besides developing a branded community around a topic or activity that the target market cares about.

Caution is vital according to Aaker. While social media provides instant access, the same media could be disastrous with a single comment or tweet destroying reputations. Three things matter. Firstly, have a track record of delivering with your brand so as to ensure confidence in your brand. Develop a core group of loyal customers who will stand with you thick and thin in difficult times and thirdly, develop alternative narratives to change the conversation away from the offending tweet.