Brand building in the digital age: lessons from Sharp and AO.com
Brian CarruthersWarc
Digital as disruptor is a well-established fact, but understanding that is only the start for brands which must also chart a course that will navigate them through a stormy sea of change. In the home appliances category this has proved relatively straightforward for an internet-only retailer such as AO.com but for a long-established manufacturing brand like Sharp it has meant a complete restructuring and the adoption of an entirely new business model.
The new Sharp
At ad:tech London, in October 2015, Paul Molyneux, European managing director...