Brand Engagement Requires Solid Execution

DACHIS GROUP COLLABORATORY — Bose Corporation is one of the great American success stories. MIT Professor Amar Bose founded the company in 1964, and 45 years later still runs the privately held company with a reported $4B in sales. As a well-known brand name, the company is very interested in protecting its brand and its reputation in the marketplace. Based upon a recent experience with Bose by a friend of mine, the company is also actively listening to their constituents on today’s popular social media networks. But the experience points out how good intentions can be subverted by improper execution of the people, process, and technology aspects of being a social business...