Yup, it is indeed about relationships

I love how this graphic gets right to the heart of things, doesn't it? I am not sure I agree that branding is the nirvana at the center of everything - I think your product & service are. Your brand is a reflection of what your are - you can dress up a pig and call it a pony but it will still be a pig. That said you need to articulate who and what you stand for - whether you are a company or a person.

The graphic is a nice demonstration of what a company needs to "BE" --something that your customers articulate not you. Once again it ain't about marketing - it is a strategic shift in how you run your business and relate to your customers.

As I've said and it was much more eloquently echoed here - There is no such thing as a social media campaign, people!

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UPDATE: Zag pointed out this is actually from ZAG by Marty Neumeier! Check out their Brains on Fire blog