In social media, a brand is created when there is a co-ordination between brand identity and brand culture. Brand identity and brand culture are complex terms. They are terms that must be understood in order to create a brand in the social media era. The best way to explain complex issues is to give an illustration.
The U.S. Marines have a brand. This brand has both an identity and a culture. The identity of the Marines is they are to obey orders. This is best illustrated by the movie, “A Few Good Men”. In this movie, two Marines are convicted of a murder because even though they obeyed orders, they failed to protect the weak. The Surge in Iraqi was successful because the Marines understood their brand.
The success of the Surge in Iraq is an illustration and an analogy of how of how brand identity and brand culture work together to create a brand. In very simple terms, the surge in Iraq was a branding campaign. The surge was successful because the U.S. Marines understood their brand and they knew how to communicate this brand successfully to the Iraqi people. This is analogous to a successful social media strategy. To have a successful social media brand, a marketer must know their brand, and they must know how to communicate this successfully. The marines knew how to do this.
To understand how the Surge worked, let’s use the analogy of going to the store. We go to a shelve and we have a choice in purchasing one of either two products. The choice of which product you purchase will come down to which product is branded the best. A brand is a combination of brand identity and brand culture. These two things create a brand.
The “product” the Iraqis were choosing was the establishment of a government. They had two choices in their “market place”. They could choose either a government of their own choosing, or they could choose a government installed by the insurgency. Their choice would be same as if it were for any other product. The choice would come down to branding.
The branding of the Marine Corps involves two things; brand identity and brand culture. The identity of the Marines is that they are people of honor who obey orders. There was an election in Iraqi in which Iraqi citizens decided who they wanted to govern them. The orders for the Marines were that they were to enforce the results of this election because the Iraqis couldn’t do it themselves. This created a brand for the Marines in Iraq.
The insurgency offered a product revolving around having an installed government, based on a narrow interpretation of Islam. This is the brand of the insurgency.
To the mind of the insurgent, they are men of honor as well. Their culture was not one in which the weak would be protected. In Iraq there were two factions of Islam. If you belonged to the opposite side of the insurgency, you would be killed or terribly abused. Insurgent religious precepts demanded this. The weak would not be protected. Just the opposite. The weak would be abused. An insurgent government offered no choice and no protection for the average Iraqi citizen. Iraqi citizens had a choice among two brands, the Marines or the Insurgency, in establishing a government.
The choice would come down to branding. The Iraqi people made their choice based on a terrible incident that established the Marine brand in the minds of Iraqi citizens.
An Iraqi family was massacred by a Marine patrol. There was an attempted cover-up. The Marine’s brand identity is that they are men and women of honor. The Marines have mechanisms for reporting battlefield abuses. Several marines who were present reported this incident to a higher chain of command. These were low rank, patrol marines.
Investigations followed and several marines were accused, tried, and convicted of serious crimes. Some of these were Marine officers. These officers had a court martial and were imprisoned after they were convicted. This process impressed the Iraqi population. The Marines brought their own to justice through the words of lower ranking Marines.
In Saddam’s era something like this wouldn’t happen. Rank would protect you. The right group could and would do anything they wanted to.
The Iraqi chose the Marine brand. Under the Marine brand, honorable men protect those who can’t protect themselves. It was this brand that created success for the Surge. Under the Marines, the average Iraqi citizen saw that they would be protected. This is why surge worked and why the Iraqis could choose a government of their own making. The Surge worked because the Marines understood how to create a brand. A brand is created by co-ordinating a brand and a culture.
namegeneratorfun
cookieinlaw
aafs
kabm
sanjuanjournal
lansingcitypulse
bitminter
mysmiley
bloomfield
packagingcorp
ns
mona
gmal
pibulletin
leanlibrary
efollett
fortt-rade
enterprisenetworkingplanet
trickstercards
nara-edu
ciicsh
fooledbyrandomness
mynewsletterbuilder
bobsguide
amsterdamsmartcity
oni
mehanika
apoia
convergenze
gardengatemagazine
intelligencer
governorof3
2030515
dominares
daiwa
spielhalleschriesheim
zstack
grolier
veritivcorp
meteo-paris
parentlink
kazteleport
dotnetcurry
bramptonguardian
wikiarms
islamicfake
grandest
applied
noithatnhanhsaigon
thirdgen
collegegazette
standrews
precisenetworksinc
jeannette-immobilien
uptimia-monitors
dx2megaten
goodplanet
magicbell
artifactoryonline
roe
omamki
orbitalatk
neighborly
allaboutsymbian
calligraphr
redham
hpa
multiply
maxvandaag
grandhotelnizza
soldejaneiro
erista
bidbidder
omnisupreme
kernel
locatorsearch
aliveachiever
olivemagazine
heirloomroses
slidelegend
webshark
4web
hd-report
tripwire
oznethost
cdns
fundacjahfg
mersia
noggin
tntu
bible-researcher
goodlifeeats
tnc
as262274
lechorepublicain
profinet
quantum-a
lotto-centrum
gereports
knotthailand
introserv
bettergov
tascom
anime-ultime
goclever
iie8
ip-stream
2game
kontron
tripeaks-solitaire
stwcp
partycity
ag
moneroocean
t-systems
freedomforever
webkima
fiberdirekt
vanchuyenducviet
calmoinc
ut
mlxinli
buckinghamshire
hello
9app-co
ktk
tt-sz
virtualresults
aguascalientes
harukey
seniorenportal
viuapi
jogaeparty51
fiordisfoglia
itravel4life
wiocc
mobdro
c036jp6305
hotelengine
egtk2015
starwebnet
orbis
bsl24
kfc
dawendou
check-this-video
swappi
ipfonie
satela
n-bone
superonclick
nortal
pcsprotection
arcavision
zain
pelobuddy
8kvids
searchfst
fuzenet
apppokemon
prodns
ana
nic
monetico-services
pldihosting
tektonit
vancouverislandfreedaily
dubiliergarten
cum4k
mudo
krispitech
madmagazine
portailparents
opoaidazzc
vidikon
vypiska-nalog
ctconnect
jodoshared
csjmu
site-media
com—-type
goodo
77homolog
broan-nutone
usiu
100spravok
starnet
backtrack-linux
notaparana
medicom
kuvaton
marxent
thiswebhost
thecodeacademy
afrol
kuklaskorner
encolombia
australianonlinenewsandmedia
whc
ismrm
financeonline
superghostblogger
mobi-films
indian-free-
lahsa
bryanhealth
fanafzar
navitime
victoria-hearts
info-listings
datas3ntinel
megafondv
onlinehero
innovasur
music
persgroep-ops
banpuindo
econofact
ancc
francenet
tivolihotels
mindzplay
mlazemna
webgradients
carpet-rug
childrensalonoutlet
kodansha
sao
roag
kindofbook
mizuho-sc
fs19mods
um5
zapiet
behind
sudoku-daily
empregos
filmportal
server308
open-mpi
3dcu
de-simone
kayak
tucarro
slv
sdswrj
jrheum
homepartners
hotlifestylenews
banglapedia
sardegnaturismo
splio
heraldkeeper
superhentaisvip
asktraders
booqable
synaptic
oclaserver
bestresultsfast
assent
prodigy
funnyplay
bjsnearme
wap–tube
guvi
gaiadesign
smart-id
txtv
belarosso-shop
bestservicenearme
sieukhungzz
eutelsat
henrri
eusew
privateinternetbrowsing
tamilanjobs
nic
positivemoney
bashkirenergo
primelinelatam
m2core
forsage
antiersolutions
biggo
momtazserver
n-connect
cadblocksfree
eqtgroup
zigwheels
paysquare
marumaru262
hengyang
iped
nibeuplink
actionforhealthykids
auroranetworkingonline
muslimheritage
tcmt
leaguestat
gloworld
analytics-debugger
gpsnauticalcharts
trendscatchers
1w74
jackpotjoy
piguiqproxy
patagonia
bzctoons
city
pharmsport7
unosantafe
jadvalyab
tikbuddy
isa
belboon
mostlyblogging
horipro
kupuw-prava
furmanov-ctv
fineapptech
nlitbio
raben-group
wannianli8
back4blood
annies
curatedinterior
exactonline
alborsaanews
wdtimes
tsdj
image-gmkt
bulinfo
wallst
mansworldindia
3news
old-games
goexposoftware
ice
yxxghjzp
avancenet
enormousearth
ehryourway
netsapiens
cloudhostingportal
gipliles
e-smartonline
time
paducahsun
retro
ycxrl
upnet
wishlistproducts
shayanews
serv
iyd
y8l
businessfig
pearsonmylabandmastering
microransom
killerskins
eid
xmovies-
sci-credit-reg
china-enterprise
somo
2fcommunication
vdc3
bos
iresults-dns
9nl
galleryofguns
thesandtrap
dyndns
philosophia-perennis
bolognatrailteam
sildenafilxc
surgeservers
platinumscans
ruspace
zhangzhou
teoma
313presents
prednisonedeltasone
tuw
alizereklam
innov
mydigitalassets
moderncampus
manualscat
masalaseen
mac-forums
univisionnow
cosmolex
icepp
valice
webthethao
nbs
officialblog
structural
backlinkblog
aikareborn
thepythoncode
huochepiao
yify-torrents
sewport
skyciv
tapestry
punstoppable
chooseenergy
izitosearch
easil
aguasandinas
millenniumassessment
emcmos
zistemo
m5zn
nysut
lutontoday
christianmingle
hzic
m4host
cii
gifttree
1blu-dns
momswap
ilm
thegwpf
prv
homeppt
bolignet
upn
innovationmanagement
difficulty-reading
metrocouncil
filippa-k
sualize
ab
photo-curs
sermayesizeticaret
advocatekhoj
tuberipper
barrietoday
visitfortmyers
audioplayer
rexall
frauenaerzte-im-netz
nationalautismassociation
newspavoice
csvw
elimparcial
wbresults
sinesp
xoom
927589452
precicom
womengrow
di
newbalance
localcryptos
songshuhui
otainsight
small-screen
chinesetalc
urlsuggest
maerkischer-kreis
mercenaryenrollment
addon-index
pchomeus
lgw
bookmarkwebs
gesa
aif
fourchette-et-bikini
cssf
domain-zona
thebeautifulwomen
tigo
tally-weijl
5gbfree
vudeo
globoforce
rusvpn
bhvr
palcom
travco
arcoro
pinklink
lolwot
sungardeurope
uniqueonline
mikeroweworks
zooplus
brt
takbook
tunnelbroker
skline
sunswap
findlegalforms
invidio
vntu
hookuphotshot
cshs
newdaycards
2020-god
rarebeauty
nsaem
iiidea
surfplanet
vlink
tastespotting
ariel
mk
regihost
aejuice
nic
mst
yabaan
bqg
susinpom
turbine
bgbm
codeagency
ahdictionary
cznono
freesocialbookmarkingsubmissionsites
shgn
solutiiweb
minedu
findingdulcinea
filecabi
sqate
hostedxl
bestgamingtips
bitespeed
speedifynetworks
servidor
nordlinks
jrtours
ufabet168
hostmama
crif
vangraaf
njkeyang
smtpsendemail
hentaiclicker
gymlesgeants
technopagan
jimms
assentcompliance
flixhd
alipartners
moskvarium
rxcorp
ro
vxat
suite224
openlinkprofiler
rrz
mahjong-gardens
chcs
scrapingbee
novarock
crabada
interfonica
drillinginfo
obsidianinternet
server280
rak
influxcms
highwinds-media
archgroup
tkwy
okmagazine
emptyeasel
nationaljeweler
mandai
voinenet
flgpsyche
nova
beautifulnara
rul
seniorhookups
gleamjs
adsjump
blume2000
ellechina
marywood
linktree
zasod
icenews
unique-u
spacejam
vidaxl
mrphome
primecrime
aichi-edu
star-internet
stroychik
puresight
espn
livetv552
lastmile
golangexample
qsrweb
quartic
trngroup
seks-v
getscriptjs
eudonet
kbjr6
lai
isnichwahr
fapmeifyoucan
contingenttalentmanagement
gateimg
free3dadultgames
zomentum
hospitalitaliano
facultyopinions
vmteca
freehtmldesigns
mikro
sportsjoe
deepwebsiteslinks
pixietrixcomix
redcreativos
wmmr
benelliusa
aegon
geojson
sortudosim
profightdb
dokuha
mariakillam
budaikepkeret
rotork
ykoa
dreamvacations
golf-info-guide
acultivatednest
telemovil
cityexpress
flets-w
thefinancialfreedom
acx4
wilderness
360monitoring
op
eligius
cnfpt
publio
edwwd
funzio
oldfootballshirts
twitxr
entrepreneurshipsecret
lineadirecta
ghanamma
frivol
3070y
bresciatoday
joa
islamstory
ton-net
guoxue123
quickonlinetips
prentrom
opiferum
powder
izhcombank
2144
vrlgroup
thenetnaija
chinakede
zerocarts
tripntale
niagarafallsusa
ibric
economicoutlook
threado
gdc4s
upr
rnms
madisonaquatichobby
visitgreaterpalmsprings
uni-protokolle
aidt
cloudns
csa1
stedwardchurchmd
koan
xboxera
etinv
golfworks
watermarkcommunities
sol1
saludcapital
martin
airlinemeals
xinzihao
usamodelkina
abre
northern-japan
openingtimesin
yupnet
odsvn
crypto
lavozdealmeria
ifox
mks-net
appads-txt
singita
welcomenepal
giardinosullamaremma
effectivecpmgate
astrazeneca-us
ontadalafil
kcpglob
teambuildr
tumeva
thebluefins
daftpunk
apenft
greencuttlefish
linecorp-rc
horniman
tadalafilbtabs
wahmbahm
anc-tv
g792337342
uslec
mangao
feidee
hygi
liputan6
tpsa
matsuk12
wanderingwheatleys
moojing
avisbudgetgroup
conga-sign
tv100
rijav
bigfilm
sildenafilhtab
ascotlc
shareview
livechennai
thelittlenet
softdom
bloombergapps
qhimgs3
2banh
noip
irrawaddy
grenzecho
uparsistem
delveinsight
kinoking
travelcircus
business-wissen
reforged
powerm
cour89
rechargecolorado
childpsy
nufe
okhanet
humanwhocodes
forbin
seniorhelpers
compreconfie
nelsonmullins
cultserv
zp3code
dramacool
xn--fgo-yb4b8dta56dif
epublibre
unn
cialisxo
qianjiayue
cialismtabs
cartlow
19rus
deeeep
mams-club
pacdn
17toupiao
proffit2000
breadbalance
otmoredns
espnfc
x-gu
ashita-team
firma-diplomess
bluecubes
mp3push
onlinenotgroup
fujielectric
trustteam
kremenchug
hoaxes
rkka
doctors
parkrapidsenterprise
mpsconline
boligdirekte
restorationnewsmedia
metro-united
nydig
carvel
tku
shaboneh
banjohangout
netflow
fmirobcn
sp-tarkov
prehealthmarket
pavlovmedia
rosnou
pennsylvanianewstoday
certezza
measuringu
hwlivetext
weddingrule
radiomed
akton
vidtao
topweddingsites
hlt
kurdcinama
titan
hawthornfc
jsjlulwi
fuseclick
bilsteingroup
archchicago
nestoria
viagraptabs
fpt
engine
jobelephant
mirknig
thedomesticrebel
inhe365
conexaovip
portalesmedicos
qiniudn
blu-raydisc
jzsc
tainio-mania
exiledrebelsscanlations
om-powered
suntimur
thurstontalk
farmoon
abubadu
arubacloud
brazilian
fzw
aresmgmt
ruspatron
elitb
loisirsport
skdesign
vw-gedas
bettingclosed
namepure
dusktilldawn
lyrikline
intercityhotel
upay
spinutech
golfalot
brillkids
haven-hosting
apana
alkermes
losangelesusedcars
encoderpro
mny9
bdsmgr
backlinks
itsbiography
irica
inethd
wlext
hairy-beauty
gerthshop333
gamblinginsider
cinchcast
lostincunt
asdasdad
yunlaosi
vooglam
altoona
global
legaldaily
cd-novel
paperyy
nic
calpaktravel
greenfunding
unlocker
prolabs
gwng
gayzerhd
gunplapocchi
phuket
agriculture
aitcloud
substantial
ivermectinqtabs
tadalafilhotsale
optometrists
mafiamind
digdig
maidan
dexia
serversdaddy
zap82
lightmake
sanweihou
brockhaus
stfm
localrent
directsupply
goodwaygroup
ussteel
unimeddirect
fastsecureservers
lihtosen
islumped
touchadmobile
ippbonline
mass-diplom
ex2-r8
nataliecole
inopla
law
expressedsupply
conostix
corenetdynamics
2olega
intercom-attachments-5
ccnt
boomsupersonic
printerpoint
avantorsciencesgcc
server281
proessaywriterservice
accs-market
jieterui
mytc
raywhite
jeffparish
urlshortpro
casair
warpwire
gomocdn
fameofgame
bolofoak
interplex
vcgov
sumomo-ch
nesslabs
vulcan-azart-game
al-avto
cadillac
gmelius
duval
aoe2
inmatrix
networksclub
anatoto
sddyn
xvnitu
rawmanga
rootq
elektro-galerie-hamburg
prowrestlingtees
postipedia
atvci
grouppt
subtraction
downapp
doctemplates
travelex
ihsdnsx52
xm
getgx
fognet
swarganga
kupoc
holidayworld
techno-decor
cb4good
appscorp
smdg
edioca
topvideohay
serviceprofessionalsnetwork
fia
ocssa
cialnm
parentmail
kartdatabase
wikiarticle
ecomotive
shogo-ns
hoswedaje
rewayat
equifaxbreachsettlement
redirectify
eagleexpressegypt
shanxigov
commissionkings
pizdeishn
tfrlive
intellihub
chaltkirpich
xpresshosting
fotopages
finemedia
tirreleaseavailan
firstarrivingdigital
inin
cdsb
hotspotsystem
globe
prfctmney
cialitada
molottery
bjzq
vps-10
jsjiangfeng
hentaiprosnetwork
flughafen-stuttgart
christiansunite
taiwanglass
trustmarkthai
hrbl
coincode
autoproyecto
walthamforest
xiaopi
kw
87808812
ucicinemas
ienova
jdcloudstatus
blogspot
ourhost
terralink
makautexam
jethrotull
trucktrend
peptits
azure-gallery
hostix
bikepost
buytrazodone
mainlinemedianews
geoapp
tracking-source
apdt
archcollege
gmx
gossip
kyoritsu-wu
facebank
biogeosciences
andnowuknow
rplnd5
oceansapart
directemploi
tnt-tv
ak4
cleo
infidigit
qim3
bkf15
smallbusinessbonfire
nonograms
buyviagrawithnorx
te-ex
cdrom
exportleftovers
fochot
arshiaonline
einfach-sparsam
stlinghui
uhr
fuwa
discoverylife
checkers-online
orderplus
policeresults
kgoma
bansocialism
trabalhabrasil
flightcentre
forgottenweapons
schwaebisch-hall
premio-tuning-bestellshop
everyonesocial
intercall
xynet
panalpina
nidc
webpresenceworld
nailbook
glhycy
s-dns
desicomments
nic
rogersbank
hive
peoplesdispatch
txti
dnxtc
fdc
sytek
jsme
neredekal
sba-list
yukoyuko
gonews
everyonepiano
linuxliveusb
flexithemes
bestofthecity
searchen
guardianbookshop
guidescomposteurs
cofes
vagabond
aep401k
foodiewithfamily
anybeats
winluckychance
deltacatv
i-scream
cybersecurity-insiders
kyoto-wu
searches
grupossc
kylonpowell
addicted
nupload
crack4windows
free-lance
arb
facturaelectronica
nw18
ezyspot
topteny
erai-raws
99meiju
playsudokusolver
nspireinsights
tos
evanescence
ovt
pythian
timetac
entethalliance
toshin-online
u9baoku
topessaywritingbase
66game
egrashry
valdemarne
guvendamgasi
wdlhosted
all4shooters
kushkipagos
socialistsanddemocrats
mycloud
fairitarian
cialisntabs
cubox
arlis
opac
allgunsforsale
bishopfox
slack-corp
bjdj
jabcomix
xtracon
plus
experiencenissanleaf
ecard
iltrovatore
ipred
aycd
nucaptcha
goud
allthingsgrammar
designlike
trinitydc
schooljotter2
love-moms
kingston
mlsz
netzreform
ucanwest
initiatespeedycompletelythefile
7y7
ezmail
inix
ncpolicywatch
sermonindex
lordserials
pegasus
ilovemusic
you-books
kaliteweb
vyper
hermitcraft
starone
moptu
bbwheelsonline
29a
z-i-f
placeware
weathergroup
fond-detyam
dxzy163
ham-radio-op
bluesoft
bocajuniors
cnps
iaeng
vulcan-club-cazino
putevka
janelia
wmoov
za1lib
pleroma
textadventures
merlin
aiconline
omchsc
ftstatic
firetac
trabian
nuvisions
justforu
yinaijin
digikey
h-leader
clarityhs
mmofam
mx
assaabloyservices
bestjquery
posts123
e-lietuva
jiraalign
procleanequip
safe-con
massgames
cp
lendkey
motrix
webgoodread
bbcboards
tricksterhearts
okb-telecom
morphicon
websitebody
metabolitplus
matwebs
nikonians
postingsea
pharmacyonline
rotech
ivermectinetab
studydaddy
expmag
stiga
navajonationparks
rummy-card-game
playboundless
faster-trk
twidunode
goat
iliad78
ktmmobile
agri
efilli
xn—2-plc0bp9d
hanabank
rotary-ribi
qscience
mtsn
nscluster
xodesi
arabvid
animeshentai
shiyi
morldsd
quantums
gcimetrics
micronetinfo
newsnn
kriminal
ulaanbaatar
honda