Social media has changed how consumers choose products and brands by allowing two-way communication between companies and customers. Whereas older media focused on companies "pushing" information to consumers, new media enables both companies and consumers to "push and pull" information in a conversation. Effective brand strategies must account for communicating with different levels of engaged customers through varying messages that recognize the conversations customers are having about the brand.

1. It’s all about new media. And old media. Social Media just changed how a Consumer chooses a product and brand

2. Web 1.0 “Push” communications

4. Web 2.0 Push and Pull

5. HBR: Dec 2010

6. HBR: Dec 2010

7. From now on, brands are in a conversation with consumers... ...whether they like it or not.

8. But not everyone is equally engaged with a brand.

9. Different layers, different messages.

10. Verbal Identity isn’t just the strategy behind the conversations you’re in.

11. Verbal Identity isn’t just the strategy behind the conversations you’re in. It’s also the strategy behind the conversations your customers are in.