Corporate communication and brand management in a Web 2.0 world is not a skill set that has been taught in schools.
The audience for your well thought out brand communication will form their own takeaways, no matter how stringently you manage your communication guide.
I am not trying to be provocative. It’s a reality I run into regularly when I conduct surveys for customer loyalty projects, or do brand audits before a campaign.
So, to address this topic (shameless self promo warning here) I wrote an article on this in my tech/marketing column for the latest issue of CW Magazine. It’s titled “The wisdom of the Wikipedians.” But it’s not just about Wikipedia.