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like Zappos and Virgin America have utilized social media to build strong, positive brand images that permeate the web and have improved their bottom lines. Blog posts, Twitter updates, outreach, and authenticity have all played a role in building their images. But what if you already have an image, but want to go in another direction? Rebranding, as any marketer will tell you, is one of the most challenging, painstaking, and sometimes expensive business propositions around. Breaking current customer conceptions does not come easy. Luckily this is one area where social media can help accelerate your efforts. By utilizing the reach of the social web, you can reposition yourself for better opportunities. This paper provides few important tips on how to succeed in this effort.
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