Brands restless in bid for hearts and minds: From exploration of social media to use of self‐denigration, the desire to be loved is paramount

Abstract

Purpose

This article aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

The briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Any organizations aiming to seek a competitive advantage and/or to reach a larger audience will be keen to exploit new possibilities that technological progress opens up to them. The origins of social media might well lie in the “simple” aim of creating a communications tool among friends, but these soon brought other opportunities. However, the extent to which the Web 2.0 era has provided a return for companies and organizations seeking to exploit it remains open to debate.

Practical implications

The article provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2012), "Brands restless in bid for hearts and minds: From exploration of social media to use of self‐denigration, the desire to be loved is paramount", Strategic Direction, Vol. 28 No. 2, pp. 22-25. https://doi.org/10.1108/02580541211198418