Joseph Jaffe on the Inertia of Brands to Join the Online Conversation


On the web today, we trade our facts, stories, encounters, problems, passions… about brands. This will happen whether companies cooperate and join the conversation or not. The traditional hold on ‘messaging’ has meant that many companies shy away from the simplest (and most essential) online engagement. Conversation and transparency rules on today’s web and any company unwilling to participate (or at least listen) leaves room and voice for the competition to lead.

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I can’t help but wonder why brands continue to sit on the sidelines and pretend they’re deaf.

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