The author, who has worked on the internet since 1990, and used social networks such as Facebook and Twitter soon after their inception, looks at how these new media can impact on branding strategies and transparency.
This article was previously published as a chapter in the book Leadership Talks (2010), edited by De Baak Management Centre in the Netherlands. It proposes that there is no future for any organization without a conscious leadership.
This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).
Ava Maria Hakim,
Nov 23, 2011
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