South Africa, May 30 -- Aishwarya Bedessy, social media lead for Ignition Group, believes that branding needs a reset to succeed in the social landscape.

Let's be honest: branding used to be easier to define... stick to the logo, use the brand colours, lock your fonts in a style guide. Done. And that approach worked well when we lived in a world of brochures, TV ads and billboards.

But we don't live there anymore.

Social media is not a billboard. It's fast. It's messy. It's real. And if you're still playing by the old rules of branding, you might be missing today's opportunities.

At Ignition Group, we've seen this shift first hand across our brands, and my social media team and I have adapted our strategies to take advantage of it. We...