Building brands: You can't teach old doges new tricks

This essay argues that in the digital age, content and connections are crucial to building brands.

Building brands: You can't teach old doges new tricks

Philippa DunjayMcCann London

Digital is the chance for us to start again: to re-make the old myths about how to build brands, before new ones codify in their place. Digital has been around for ten years or more, yet the majority of brands haven't cracked it yet, and everyone seems to be a little fearful of it. The Internet and mobiles make up 38% of the time we spend in media, but attract only 25% of all advertising spending.1That's a huge missed opportunity. Here's where we as advertisers...

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