Brand success in the digital age
Les Binet and Peter FieldIPA
Building on their new IPA report, The Long and the Short of it, Les Binet and Peter Field provide the definitive analysis of how communications work in building value for brands. The findings – particularly the roles of emotional priming for long-term effects and rational messaging for short-term effects – have profound implications for how digital channels should be used to improve business success.
The new IPA report, The Long and the Short of it, examines the major differences between what drives...