"Just because you don’t have a strategy for the “Next new thing” does not mean that your brand will not be out there living, growing and evolving. It just means you are not aware and certainly not in control."
Business who don't feel that they are ready are wrestling with themselves, instead of asking themselves "where are my customers discussing our business today, and with whom?".
Where that is - in the social media's spaces and places - is where you need to be.
For more on brands and branding: From my brand or your brand to everyone’s brand
