How a business builds awareness of their brand has changed dramatically.  Social media has leveled the communications playing field and created an extremely powerful marketing channel for small-to-medium-sized businesses. At one time, businesses with large advertising budgets wielded enormous power over both competitors and consumers.  Today, social media has created an enormous shift of...

Businesses have always had a disparity between their reality and their image.  As a fabricated example, Andy’s Buffalo Wings were not particularly good yet they might have a huge billboard on I-95 saying “Andy’s – America’s Best Buffalo Wings” and people, based on this advertisement, might stop and eat these wings.  Andy may not...