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There's no denying it, no matter how many businesses wish it weren't true. Consumers truly hold the balance of power in the game of marketing and sales. Where it was once possible that marketers could literally ram products and services down their clients' throats, today customers are in control given they're much more sophisticated and knowledgeable. They instead expect marketers to be able to convince them of the value of their wares.

Why achieving a consistent, branded communications strategy is critical in the digital era

I recently came across an interesting article in the Harvard Business Review* (HBR) that I wanted to share with my readers. The article talks about a unique aspect within social media: how it is impacting consumer behaviour (and attitudes), the impact it is having on a company’s brand, and how a consistent communications strategy can resolve consumer confusion and improve your bottom line.