The Medium is Not the Message
In 1964, communication theorist wrote the book, "Understanding Media: The Extensions of Man," the first chapter of which is entitled, "The medium is the message."
His book makes some very good points, and the the title of that first chapter was meant to grab attention — but the chapter name became a popular saying, up through the beginnings of my career in public relations and advertising.
Unfortunately, as I discuss in the video excerpt above with Jeff Wickersham on The Morning Fire for Entrepreneurs Podcast (listen here), too many people have latched on to the saying, focusing on the importance of specific media, and not enough on their message.
When it comes to branding, it's easy to get "shiny object syndrome", especially with all the new social media networks and apps that exist today.
Bottom line: The medium is a tool, and without a solid message, that tool won't do you much good.
You can watch my full discussion with Jeff here: