If you are over the age of 18 years old, you might have laced-up a pair of Nike Air Jordans and effortlessly made a jump shot—or at least you thought it was effortless. Or maybe you are over the age of 25 and you remember how Mother Theresa cared for the poor. Both Nike and Mother Theresa are icons. They created a story that elevated the tension between reality and ideals. Simply put, icons promise people a better life. They offer ideals to live by and answers to life’s most troublesome questions.


However, today, people don’t just want to hear the brand story. They want to be the brand story. They want a place to connect with people and a place to rejuvenate—or in other words, they want to be authentic. Hart, Greenfield, and Johnston assert that branding today should be people-centered, passionate, and humane. That’s why strategic social media mustn’t just follow pop culture; the strategy must focus on being an active and responsive listener, all the while, keeping a unified voice.