I remembered talking to a group of senior marketing executives two years ago, the topic was “Branding 2.0 Is to get social” and many were scratching their heads and weren’t sure what I was referring to. To answer the question “what’s social branding?” we need to understand what branding is? People involved with a collectivity of brands so as to benefit from the meanings they add to their lives. People will look for signs to represent meanings even if we take brands away. If a brand does not have vital consumer meaning, may be it is not worthwhile investing in its leadership both financially and organizationally. So where do they get these meanings?

Continues @http://mootee.typepad.com