Many have pointed out the importance of having a solid brand identity to drive business strategy (Joachimsthaler & Aaker, 1997; Sinek, 2010). The idea and core values of a brand are elements that make people relate beyond consumption. In the digital world where time and space barrier decrease, both positive and negative interactivity of a brand are harder to contain (Hanna, Rohm, & Crittenden, 2011).

A study showed that the proportion of respondents who thought that a consumer’s buying decision was dependent on advertising had decreased by 59 per cent between 2002 and 2004 (Trusov, Bucklin and Pauwels, 2009). In the same study it was revealed that the share of respondents who found different companies’ advertising campaigns amusing had decreased by 49 per cent between 2002 and 2004.

In the fashion industry, it’s about going ahead and setting the trend or run as fast as you can to not be out of date. What’s happening right now is that the way people communicate and keep connected has been changing because of the internet and so called social networks.  At the end of 2011, 10 billion social media accounts were created (Athow, 2011). 

Right now many companies are busy throwing out a lot of money on expensive, fancy-looking campaigns on every digital platform they can think of - the phenomenon of ubiquity -, without even realizing, what the determining factors of success in the new business environment are.

Times have changed. In recent years, the usage of social media has grown tremendously. It has enabled consumers to contribute and share information on the extensive world wide web. Means of communication, such as Facebook, Twitter and YouTube have also greatly impacted corporations.

The winter of 2010-2011 was tough for the travel industry in Sweden. Records were set both in terms of temperature and snow amount (Wikipedia, 2013). This meant trouble for the travel industry, since consumers wanted to get from point A to point B in reasonable amount of time.

About 34% of the world’s population (about 2.4 billion) uses the Internet daily (Internetworldstats.com). Of those, for example, 955 million are active users on Facebook that spend on average 6 hours and 35 minutes per month there and 58% return to the website every day. (Pring, 2012)

The emerge of online marketing has revolutionized the marketing arena, since its rise in the middle of the 1990s it has become one of the most common marketing channels in today’s society; which is due to the exponential development of the internet and social media (Seraj 2012; Meerman, 2011;Winer, 2009;Varadarajan 2009).

YouTube is the largest video hosting service featuring user generated content (Chenail, R.J., 2011). Created in 2005, today it is the third most visited web-site (Bullas, n.d.). It generates 800 million unique visitors every month. (YouTube, 2013).

Social Media has been popular for several years but we can see that this field is still evolving. These new channels are redefining ways companies are doing business and in order to be successful, we will see that it takes new ways of thinking.