Building brands: We're not re-inventing the (brand) wheel

Casey Smyth

This essay argues that digital technology does not change how brands are built, and that brands should carefully construct a strategy rather than just following trends.

Building brands: We're not re-inventing the (brand) wheel

Casey SmythPublicis

I'm going to make a bold statement on the topic of how brands are built in the digital age – a statement of 'the emperor isn't wearing any clothes' ilk: Brand building in the digital age is just brand building. Period.

The statement in question – how brands are built in the digital age – assumes that the emergence of new technologies and new means of reaching consumers fundamentallychanges how we build brands; it doesn't, because digital is a medium and should be treated as a channel...

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