If you must choose, knowing your brand is better than knowing your audience. Authenticity trumps trying too hard to pour sweet honey down someone's ears.
When channels, messages, and platforms are perfectly optimised, what remains to compete with is employee creativity. Who will creatively outperform competitors?
A brand website should be an online basecamp; a place for like-minded people to come together, test ideas, put up your roadmaps and go over your logs.
The insight that should hit some community managers like a ton of bricks is that many brands have ZERO true fans.
Public relations must master the art of high-level creative output. It's as if the PR industry must trade entire skill-sets with the advertising industry.
Use data-driven marketing to pinpoint marketing campaign weaknesses, showcase strengths, and find high-quality leads.