The best way for brands to connect with people is to behave like them – reacting and responding to the world around them as things happen. This means they need to be as instinctive, natural and – most importantly – creative as everyone else. But, as the velocity of content increases, the timeframe for responding decreases. The days of the 24 hr sign-off process are over, as brands need to jump in within minutes, even seconds, with just the right piece of content.
To do this convincingly, a strong brand – one that is understood, known and activated by everyone who represents it – is critical. From tone of voice to visual expression, employees at all levels need to feel both confident and empowered to act on behalf of the brand no matter the context.