The big communication and advertising agencies have been addicted up to now to use media to build a brand, investing large sums of money, for instance on TV. Amazing figures if we compare the time spent by the audience in front of the television with time the consumer spends on Internet. The major change is occurring in traditional channels due to the rise of use of social networks as a channel where to launch even the most unknown labels. We can find advantages like ease of publication, extent of dissemination, low cost of publication, ease of verification of the campaign success… And possible drawbacks like  the number of competitors. However, promoting virally a product is becoming a skill that is not available for everyone… Why? You need to know to start the spread or epidemic, reaching blogs, media portals, and sparking word of mouth. It is very important to be aware of the new consumer habits and according to that use the channels of communication; for instance, nowadays we can create a brand through a social network, through a blog, through Twitter, without discarding traditional channels as the external publicity on billboards.

We must learn that change comes with a change of mind, seeking a balance between online and off line.