CorporatePRCommentary on the theory and practice of public relations and organizational communications from Elizabeth Albrycht.Brands as Media: Platforms for Value Creation- June 9, 2008 Back in April I wrote that I thought brands today have an opportunity to become media companies themselves: What is tremendously interesting here, is that consumer brand companies are finding themselves becoming media companies. Not in the traditional sense of media 1.0, but in media 2.0, or participatorysocial media. This shift flies in the face of the old core competency business strategy where companies focus on what they do best, shedding or outsourcing the rest. But the shift in technology.http://ringblog.typepad.com/corporatepr/2008/06/brands-as-media.html |