Big brand ideas influence everything a brand does. They impact the complete brand behavior of a brand across all media, actually the must be the guideline way beyond communication. Everything is media today: the products, the staff, the fans, the retail-space, the location where you open up your new HQ as well as the language you use in your day-to-day conversations.

In all that the relevance of social media in the relationship between brands and their audience becomes more and more important. B.L. Ochman gave her viewpoint on the most common myths in social media in Business Week. She puts it this way: “Using social media to market your business is a good idea. Just don’t plan on getting your whizkid nephew to do it for free.” 

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