When I was in brand management, social media did not exist. But I can tell you this: I would have had a field day with this exciting medium because I valued the power of ‘big ideas’ to infuse growth into the brands under my wing. Frankly, I had no choice, because I’d worked for small to medium-sized companies competing against giants the likes of Nestle, Kraft, and Procter & Gamble. By any comparison, my brands were under-financed. But, they sure as hell weren’t neglected.