So how did a city, known for tobacco production just 60-70 years ago, become known as the City of Medicine? Also, what’s this got to do with rebranding? Well, it wasn’t very long ago that Durham was a “thriving site of tobacco manufacturing facilities…for nearly a century…until medical findings about the health hazards connected to smoking played a part in the weakening of Durham's tobacco industry”. Now, Durham is often referred to as the City of Medicine and is known for the medical research that is done there and in the rest of the research triangle. Even buildings that were once factories for producing tobacco products are now being used as medical research facilities.

At least once a week, a prospective client reaches out seeking one or or all of the following via social media: to grow followers, increase visibility, sell more product, etc. These conversations aren’t always easy because the expectation has been set by folks that you just set up an instagram account and then you just grow organically out of nowhere with no strategy or plan.

The myth is, if your brand just does social right, all your problems will be solved. You’ll have more sales than you can keep up with, you’ll have to hire people faster than you want and your brand will be in front of the masses, just like that! But this is the myth.

The connectivity that a brand or person can now have due to social platforms is unprecedented. The fact that a person can keep up with a friend who lives in a different state or that one of our green coffee clients can reach out directly to the folks cultivating and processing coffee - instantaneously, for free, internationally at any time through any of the apps that went down is wildly unprecedented. Just a few decades ago, the best mankind had was a car phone and now we carry around little computers that can get directions to dinner, find a life partner, or order pizza without leaving the chair you are sitting in is pretty amazing.