Facebook : Brand
The Facebook brand, specifically the “for business” brand, was very much in a state of disarray back in 2013. What was needed was a clear effort to focus the global organization and give them the tools and the training to be consistent and inspired.
Guidelines and templates were followed up by training and webinars as we created a global library of regional imagery that we produced and owned outright so that Facebook could present itself appropriately in each of their markets.
Our greatest challenge with our B-to-B marketing was that our “B” people were also usually “C” people – consumers of our product who also worked professionally with us as media buyers or brand partners. We worked hard to make sure our work face didn’t run contrary to our social face.
