It became especially difficult to create and promote brands at the time of Facebook and YouTube. Nobody assumed it, because an approach of the Golden Age of branding was expected.
The way of reasoning was approximately such: a company will be able to outride usual media by means of social networks and will improve the relations with consumers by itself passing intermediaries, if to tell them the impressing stories and to communicate with them in a real time, then as the result the community of users of around the brand will rally. But only some brands have attracted a particular interest of the Internet users.
So what has gone wrong? In order to answer this question, it is necessary to remember that brands prosper, if they are built in a culture. And a branding is a set of technologies designed to present a brand as the phenomenon, which gave to the culture corresponding things.
For this reason a thought-over PR-strategy is very important in the present days!