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social business Archives - Influential
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Becoming a social business

How to become a social business To survive and thrive as a business in the new digital economy you need to do far more than just put out digital equivalents of your TV and print advertising. There is an argument that if businesses aren’t ruthless, self-serving and deliberately ignorant of the needs of others they will go broke, and this has certainly been the strategy of some of the most successful businesses over the past decades. However business leaders are increasingly adopting a new approach that combines the benefits of capitalism with...

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Brands with personality

In our new social media and social business landscape, the expectations we have of brands and people are changing abruptly. Brands are becoming more personalised (to the consumer) and also becoming more personable (having more characteristics of a person). At the same time, our personal brands (in many cases largely comprising our consumer brand choices) are becoming stronger and more prominent. This is eroding the barriers between brands and people. Let's examine this further, looking firstly at successful personal brands, and then at company brands which have created a value proposition by...

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