The current seismic shift in marketing budgets away from traditional media and towards digital reflects the fact that people spend more time online and less in front of the TV. This is predominantly a channel issue: how to best reach a target audience. But rather than playing to the strengths of each channel, we now seem to attribute digital with superior abilities across all aspects of marketing. And the biggest loser is brand building as we adapt our theories and practices on this to comply with the inherent properties of digital.
With the rise of digital followed the view that online conversations, word-of-mouth and peer-to-peer recommendations are the superior means by which brand are built. At the same time, one of the most important and proven aspects of building a brand, fame, is neglected and has come to be viewed with contempt and suspicion.
Here are some thoughts on why the…
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