Merely having a Facebook or Twitter strategy is putting marketing tactics ahead of your brand’s strategy. I would add that focusing on tactics may work in the immediate short term, but it is a recipe for brand confusion and — worse — brand failure.

This award-winning ad for the Argentinian national lottery is an amazing (and hilarious) example of localization branding. (Loteria de la Provincia de Buenos Aires, from "Ads of the World")

What is remarkable is the strong part that localization plays in Coke’s brand advertising strategy. They consistently demonstrate the ability to speak in a unique and credible voice to individual nations and cultures. Watch the two examples.

Alan Siegel, co-founder of brand strategy leader Siegel+Gale, gives a fascinating TED talk where he applies the art of simplification to insurance policies, bank loans and mutual fund agreements. He takes issue with the complexity and legal jargon that undermines many legal and business communication tools.

Multi-grain Pringles snacks? Are you kidding? Pringles are supposed to be potato chips! Brand extensions are getting a bit diluted. Same goes for Cheerios. Aren't Cheerios supposed to be made from oats!? Now there is 7-grain Cheerios!

Is FIJI Water eroding its way to commodity status? Five years ago you could only find FIJI Water in high-class establisments. By contrast, I took this photo in Walgreens today.

What happens to a company like Domino's or Comcast when it fails to properly use social media to connect with its customers? The brand becomes irrelevant, a casualty of missed opportunities. Don't let fear of failure keep you from getting in the game: Use social media to follow, engage and challenge your customers. Remain relevant.

Storytelling is the way to build a strong brand nowadays. Take it from Gary Vaynerchuck. He is possibly the most passionate entrepreneur I know of. He really cuts to the core of what most makes a brand "click".