Context is the Defining Factor for Brands

Brands need to stand for (or against) something...we understand this principle. However, that is not the end of the brand story, it is the start of the brand journey.

It is how what the brand stands for, relates to the world of the consumer. The world revolves around connections....and brands revolve around connections.

Brands which can stand for - or against - something and ensure that they can relate that to the context of the consumer's world succeed....for as long as they deliver that brand value and for as long as they stay relevant to the consumers world.

More and more in the work I do, I find there is one word that constantly springs to mind......CONTEXT.

I used to think content is king in social media and sure it remains a necessary

component of social media but in some ways that is now a given  - much like quality is in the retail world.

Now I think "context is the defining factor once you have reached the expected minimum of quality content".....