The American-owned company has 57, 000 workers worldwide across its businesses, with brands including Kleenex and Kleenguard.
McKinsey showed that the social web has changed the way consumers engage with brands.
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Abercrombie competes with brands like American Eagle, Urban Outfitters and Aeropostale.
Coke, with brands like Sprite, Fanta and Minute Maid, saw volumes rise across its businesses.
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And so far, at least, Twitter users seem comfortable with brands on the service.
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Its brewer, Foster's, has a lot more success with brands like Victoria Bitter and Carlton.
"We've sold more vehicles with four brands than we did last year with eight brands, " he said.
Unlike Coca-Cola though, PepsiCohas a greater focus on snack foods with brands like Doritos and Quaker Oats.
And also the Edrington Group, based in Glasgow, with brands including Famous Grouse, Macallan and Highland Park.
Not only that but the team has taken their ability to work with brands to a new level.
Facebook and Twitter give people an opportunity to communicate broadly and engage with other people and with brands.
People see and hear and pass along anything and everything having to do with brands, anything and everything else.
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Those numbers matter to Facebook's marketers, who want users to view advertisements and interact with brands on the site.
As a result, the connections that consumers have with brands, products, and services have become increasingly complex and dynamic.
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Diageo is the world leader in scotch whisky, gin and vodka, with brands including Johnnie Walker, Gordon's and Smirnoff.
Moreover, consumers are demanding better communication with brands and businesses through social media.
People are spending a lot more time connecting with brands than with celebrities.
Consumers identify strongly with brands, particularly younger consumers, who view their relationship with brands as a reflection of self.
It now has more than 20% of the Scotch whisky market, with brands including Chivas Regal, Ballantine's and Glenlivet.
And he adds that traditional CRM solutions are ineffective given how customers are actually engaging with brands and people.
Social is the ultimate enabler, the mechanism by which consumers feel they have an equal voice in conversations with brands.
The project is gearing up for public launch this fall with an eye toward collaborations with brands like Timo Weiland.
According to Buckner, the company is also increasingly partnering with brands directly, such as the eco-friendly cleaning product company Seventh Generation.
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The global market is overflowing with brands and branding communication and consumers are having a hard time assessing the differences among them.
Yet as the world becomes increasingly interconnected and as more and more consumers engage with brands, brand building could take on another dimension.
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The Web portal, along with rivals Google and Microsoft, aims to innovate digital ads and work with brands to better connect to consumers.
Legions of pro gamers also use ads to live stream practice sessions and work with brands directly to get sponsor patches on their jerseys.
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"We have partnerships with brands from around the world, " he said.
Members of Facebook's "M Team" who had never spent time with clients before, such as human resources head Lori Goler, also began attending meetings with brands.
Brands need to be prepared to accommodate this trend, as consumers will rely more and more upon screens to engage with brands and guide purchase decisions.
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