Indentity Loyality of the Brand

http://www.thinkwithgoogle.com/columns/building-identity-through-social-media.html

This interesting article talked about how to building brand loyalty through social media. The article claimed that it is important to commit to authenticity when using social media to build brand.

The article also claimed that brand's identity should be defined by the brand itself, which will help the brand to defend itself from competitors. The article made an example of presidential election campaign of this.
Additionally, the article claimed it is important to let consumers "co-develop" the brand's identity. Social media is an natural and useful tool for this