Vol. 20, No. 1, Winter 2009

William Faust, Partner and Chief Strategy Officer, Ologie; Leigh Householder, Associate Strategy Director, Ologie

With the growing number of company-sponsored opportunities for interactive digital experiences, William Faust and Leigh Householder stress the need for authenticity. Companies are finding that designing for social media, such as Facebook, MySpace, and Twitter, isn't as easy as it seems. Some campaigns are amusing for customers, but they don't run true to the brand. Others backfire when they run counter to reality. The gold standard is, as always, to connect with the brand rather than dilute it.
The authors, who ply their trade at brand consultancy Ologie, reinforce their premise with a rich array of cases, and elaborate how, more than just being engaging, these sites should connect with consumers in distinctive ways, be relevant to the brand and the customer, and be something individuals want to share with friends.

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