A lot has been written and said about the current economic climate both locally (South Africa) and internationally. This has once again been highlighted by the recent and ongoing debt crisis in Cyprus.

One of the biggest challenges brands face in the social era is the lack of an online identity. For years they’ve chiselled out visions, missions, business plans, marketing plans, etc. in the physical world. These were stamped onto brochures, flyers, TV ads, radio ads and the like. Even when joining the online world with web- and mobi sites they were still in control of the message and image portrayed. Everything went along just fine, until people started talking.