Evan Davis and guests navigate some of the new media routes into a consumer's consciousness. They also discuss whether it's better to be optimistic in business, or realistic.
The view from the top of business. Presented by Evan Davis, The Bottom Line cuts through confusion, statistics and spin to present a clearer view of the business world, through discussion with people running leading and emerging companies.
Evan and a panel of guests from the worlds of advertising, branding and lifestyle management discuss viral videos, social networking and some of the other methods companies now employ to reach out to their customers.
The panel also discusses positive thinking. Is better to be optimistic in business, or realistic?
Evan is joined in the studio by Alex Cheatle, chief executive of the lifestyle management company Ten Group; Jasmine Montgomery, co-founder of branding consultancy Seven Brands; Robin Wight, president of communications group Engine.
Producer: Ben Crighton.