ABSTRACT
The avenues available for successfully crafting a corporate brand narrative have shifted considerably over the past decade, thanks in large part to the rise of both the Internet and more specifically social media. It is this latter component that has allowed a range of constituencies, from consumers to shareholders to employees, to engage more directly not just with companies themselves but with each other. As a consequence, corporate brand and identity has become something much more multifaceted and impossible for a company to entirely control on their own. In order to contend with these challenges, then, we propose that direct engagement with constituencies is the best approach, one in which both stronger brand imaging and a stronger bottom line are created.
