Brand building in the digital age: lessons from Sharp and AO.com

This event report looks at how two businesses operating in the home appliances sector have approached the task of building a brand and come to similar conclusions from different directions.

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...

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