Organizations large and small, public and private - continue to extrapolate this year’s brand plan and fail to recognize and adapt quickly enough to market changes impacting future strategy. Social Media is changing the face of marketing. No brand marketer today can ignore the challenges. Brands are in transition and are shaped more than ever by key influencers. Traditional Media cannot stand alone anymore. The blogosphere, social networking and mobility are reframing Advertising and PR. Product launches are being rethought daily and who’s “interested” may make the difference to success or failure.

Brand strategy tools must be rethought. From blogs to podcasts, social networking sites to Google Adsense - participation, economics and structure of media and communication is being reinvented. The brand operating system needs upgrading, for real-time, relationships, community, tracking, and transparency without mandated rules. You need to know what is happening and how to measure it. Then you make the case to management for social media.