British Gas will concentrate on brand-driven campaigns rather than product or service ones because branding offers differentiation (Braun). 78 Definition of the Brand: The notion that the ‘brand is what your customers say it is’ received a mixed reception: It is “broadly true” (Say); there is some truth in it (Bridge); but the “customers always did though” − people talked about your brand in the pub, just not on social media (Calverley); customers influence the brand, rather than define it (Squires); the customer does not define the brand as no engagement has occurred yet (Cohen); customers do not define the brand – but they reinforce the core values (Veit). 6.6.2 Social Media and Branding At first direct, online PR via Twitter is the only deliberate brand-building activity in social media, and there is no Facebook presence.

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