Brandle Blog

What is Your Corporate Web Presence?

If you asked your colleagues in the marketing, PR, or IT departments "How big is our corporate web presence?”, would they give you a consistent answer? What if you included your colleagues over in legal, risk, and compliance? Would you start to get a consensus or would you just get more answers that don't agree?

According to a 2013 report by the Altimeter Group at least 13 different departments within the enterprise have a stake in the corporate social media presence alone. However, what each group imagines when they talk about corporate web presence may vary widely. Are they concerned about trademark protection (e.g. legal), or managing registrations for corporate domain names (e.g. IT), or all the product and campaign points-of-presence (e.g Marketing and PR)? It is even possible your colleague might alter her answer based on what she thinks you need to hear, due to your role. 

Most businesses today lack a comprehensive and consistent inventory of their corporate web presence and that is partly because the world has been changing so quickly that few have had time to agree upon a common definition of "corporate web presence." 

So, let's fix that.

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Brand Disrupted: How Social Media and Brand Protection Technology Converged

Every few years technology evolves and something wondrous emerges that affects businesses and consumers in a significant way. Often, the new technology replaces an existing technology, or even makes it obsolete. In some cases, it has a major impact on how an enterprise shifts its IT focus to better serve its customers and shareholders. We’ve come to know these impactful technologies as “disruptive.” The most significant “disruptive technology” of the past ten years has been social media; not just for the platforms themselves, but because it takes a significant shift in business culture and operational excellence to incorporate it effectively. In fact, it takes a transformation.

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