March 5, 2021 - U.S. Now Administering 2 Million COVID-19 Vaccine Doses Per Day

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From the Editor's Desk Branding in the Age of Social Media A better alternative to branded content Social media was supposed to usher in a golden age of branding. But things didn't turn out that way. Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less significant. What happened? The issue is, social media has transformed how culture works, in a way that weakens certain branding techniques. It has united once-isolated communities into influential crowdcultures. Crowdcultures are very prolific cultural innovators. Their members produce their own content - so well that companies simply can't compete. Consider that people making videos in their living rooms top the charts on YouTube, which few companies have managed to crack. While they diminish the impact of branded content, crowdcultures grease the wheels for an alternative approach, cultural branding. In it, a brand sets itself apart by promoting a new ideology that springs from the crowd. Chipotle did this successfully when it made two short films critiquing industrial food, tapping into a movement that began in the organic-farming subculture and blew up into a mainstream concern on social media. Other good examples come from personal care. Continued here TradeBriefs: Newsletters for Decision-Makers! Advertisers of the day Emeritus: PG Diploma in Digital Marketing Strategies in collaboration with Columbia Business School Executive Education - Starts on Mar 23, 2021 Emeritus on behalf of NUS Lee Kuan Yew School of Public Policy: Become an Effective Negotiator with the Negotiation Strategies for Success Programme by NUS Lee Kuan Yew School of Public Policy - Starts on Mar 25, 2021 Our advertisers help fund the daily operations of TradeBriefs. We request you to accept our promotional emails. Want the newsletters, without the promotional mailers? Get an (ad-free) subscription to TradeBriefs Premium for just $2 per month. Now, TradeBriefs Premium members can interact with other Entrepreneurs & Decision-makers on our exclusive Group | Share leads & tips to help each other succeed Access to premium content | No advertisement mailers Network with Decision-Makers on the Exclusive TradeBriefs Group for Entrepreneurs | Only $2 per month U.S. Now Administering 2 Million COVID-19 Vaccine Doses Per Day President Biden has said the U.S. will have enough supply to vaccinate all adults by the end of May. Crude tops $65 for first time since January 2020 Tom Brady says he dodged wife's retirement request Tom Brady was just beginning to celebrate the Buccaneers' Super Bowl victory on the field in Tampa last month when his wife Gisele embraced him and asked "What more do you have to prove?," the veteran quarterback recalled on Tuesday. 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