Brand Building in the 21st Century

Peter Sealey

Argues that the Internet will force advertisers to improve productivity and accountability, because for the first time advertising, sales and delivery will be fully integrated.

Brand Building in the 21st Century

Why we have a chance to do it right this time

Peter Sealey, Hass School of Business University of California – Berkeley

All of us in the practice of building and nurturing brands have been very lucky for the last fifty years. Basically, we have failed to improve productivity or accountability and we’ve gotten away with it. But our time is about to run out. The villain or white knight, depending on your point of view, is the internet.

Here’s the story.

As we rapidly approach the third millennium, we have...

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