As at Google, the closer your employer brand aligns with your overall brand ethos, the better off you'll be.
Social isn't about your product -- it's about your customer and how your brand aligns with their online identity.
"We want to create a platform where designers and art directors, people serious about image and branding, align with us".
Amplify's chief executive, Tom Ennis, said: "The product characteristics and flavour profiles of Tyrrells' on-trend premium brands align with Amplify's better-for-you snacking strategy.
And because the site will let brands align themselves with music lovers, Mr. Yanovsky sees parallels with how Mountain Dew endears itself to action sports fans through the sponsoring of Dew Tour competitions.
"With this expanded version of Amplify, we're excited to help people enjoy more great video, publishers drive more revenue, and brands align with the best mobile video moments, all at scale," wrote David Reagan, a senior product manager at Twitter, in a company blog post.
Brands align themselves to the tech-house stars du jour, painfully aware of a potential audience-engaging payday.
Over the past year, her work has focused on empowering the lives and businesses of women leaders and entrepreneurs as they learn to grow their personal brands, align their lives for greater flow, and position for new opportunities and ongoing success.
That an alcohol brand is aligning itself with one of dance music's most iconic instruments almost feels inevitable.
But that has not stopped a clutch of watch brands from aligning themselves with nonprofit causes dedicated to the sea.
