Anthony Miyazaki

In the era of social media, brand reputation is increasingly a product of what people say and share across digital platforms. Brands that fail to actively measure and manage online public sentiment risk letting others define their image. The opportunity with data-driven branding is in using analytics to identify not only what people think of the brand, but also what factors influenced them to think that way. And when brands apply those insights through targeted engagement on the same platforms where perceptions form, they move from reactive to proactive reputation management.