Brand building in a digital age

Martin Weigel

This article explores how brand building has changed with the digital age, arguing that many of the fundamental principles remain constant, but how companies deliver on them is rapidly and continually changing.

Brand building in a digital age

Martin WeigelWieden+Kennedy

If we marketers considered ourselves in the business of creating connections – in the mind, between people, companies and brands, and between people and other people – then we'd find ourselves better adapted to the new environments and possibilities of our age.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

"It is very difficult to study history in-the-making, but what is occurring right now is the most powerful influence on...

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