We believe that brands are social statements. Consumers use brands to signal to friends, acquaintances, and the world at large where they belong. The wish to belong is a very strong instinct in people, stronger than the wish to stand out. The wish to be equal, respected, and loved drives consumers to buy, read, and watch the same brands and content as their family and close friends. Consumers develop brand preference through their social network. They purchase and become loyal to the brands they share with close friends and relatives. For a brand to create loyal clients, its communication strategy needs to incorporate these social layers.

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We don’t just believe. With decades of research under our belt, we can prove how a brand’s success is defined by its ability to support social connections between its customers. With social media, brands have an unprecedented opportunity to connect consumers.

 

Our research shows that the ROI of social media can be four times as high as the ROI of mass media to the brands that empower friends to express themselves.