A successful brand must have vitality; it must seem active and alive, part of the contemporary scene. A brand’s communications must keep the brand salient and current if the brand is to remain top-of-mind for consumers. One of the most important qualities that people look for in a brand is popularity, even this popularity only extends to their own clique. The use of social media can help a brand seem contemporary and encourage people to talk about it, as long as the brand creates experiences with inherent talka-bility. Communities, offline as well as online, are powerful sources of human connection; however, the choice of communication channels and creative content should be based on and driven by the brand’s meaningful difference. Vitality is also served by maintaining a fresh look and feel to packaging, logo, and communications, though innovation in these areas needs to be balanced by the need to maintain clarity and identity.
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