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...