The words BRAND and BRANDING are thrown around by all sorts of people in different contexts and with different meanings in mind, so it may help to start by asking “what exactly is a brand”? The first answer is that a brand is a set of associations that a person or group of people makes with a company, product, service, individual or organisation. To illustrate the idea, let’s take what is arguably the best-known product – or brand – in the world. The value of social media is a no-brainer. Today’s top marketers have fully embraced the power of content, user-driven communities, and brand-to-customer conversations. The problem is, some brands will do everything by the books -- posting consistently, hiring full-time community managers, and implementing analytics -- and still fail to achieve a return on investment. Your social channels resemble a field of chirping crickets rather than a lively and vibrant community.