Brands in the digital age: The opt-in age of brands

This article describes some of the ways in which digital technology is changing branding, emphasising the importance of brand-building as a way to secure future sales.

Brands in the digital age: The opt-in age of brands

Guy MurphyJWT

Consumers are media savvy, sceptical and well-informed about products and choices. This means brand-building needs to move away from the 'push' of advertising in mass media to a new form of consumer 'pull' opt-in marketing with a focus on product quality, added value and 'brand-budding'.

The topic for the Admap Prize 2014 (and this month's Focus) is 'How are brands built in the digital age'?

I like this question. It rightly assumes that brands will remain important in future, and doesn't invite...

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