How to manage brand conversations? Gatorade's 'brand stewardship' center

Brand Management (control, scripted dialogue, periodic feedback) transforms into Brand Stewardship (open, 'branded content' conversations, 24/7 feedback).

The beverage brand has made significant investments in brand stewardship tools. Gatorade maintains a 'brand stewardship' center in its Chicago headquarters, featuring a panel of screens. Gatorade tracks a wide variety of conversations through blogs and Twitter conversations, online media performance, sport trends, and social media performance.

The 'brand stewardship' center allows Gatorade to identify conversations in progress and proactively engage in dialogue with consumers.