In a marketplace that has become exponentially competitive, in which there has been an erosion of key American values, and in which keeping up with the ongoing revolution in information technology is a mere cost of entry, building brands is, well, to put it mildly, a challenge.

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There is both a shift in focus and power which has been clearly amplified by the ongoing social media revolution which has dramatically altered the customer landscape.

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In that context, your decision on whether or not to participate in the social revolution could very well determine the role your company plays in the ongoing cycle of creative destruction: will your company be among those that have the insights and depth of engagement to create the new, or will your company simply be among those that get pushed aside and rendered irrelevant?

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