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Emma Grede’s 4 Rules for Making Your Brand Actually Matter on Social

Emma Grede, founding partner of Skims and author of *Start With Yourself*, outlined four brand‑building rules at ADWEEK’s Social Media Week. She argues that trust and authenticity now eclipse raw follower counts, and that product excellence must precede any marketing push. Grede warns investors not to chase virality, emphasizing tenacity and quality as better signals. Finally, she stresses that real‑time comment sentiment should inform business decisions, not the narratives brands craft internally.