Brands' use of social media is not a matter of yes or no. It is simply a matter of how and when. The next generation of consumers will expect their brands to always be available, providing interactive experiences and bringing value to our lives by taking advantage of social media tools in their marketing communications

Brands must make use of the inclination of consumers to be persuaded by friends.

A global brand building strategy is, in reality, a local plan for every market.

Consider Brazilian cosmetics brand Natura, which deploys a direct-sales force of more than 718,000. By knocking on doors, it has established a vibrant network of brand supporters.

Branding is not about what something says or what it means, but how it makes us feel.

The enemy shapes the brand.

Products are produced in the factory; brands are produced in our minds.