Brand building the 'owned first' way

This article argues that brands should adopt an 'owned first' approach to brand building, focussing on user experience with a coherent purpose.

Brand building the 'owned first' way

Richard Kirk and Sean HealyZenithOptimedia

For the past 60 years, marketing wisdom has dictated that paid media – noteably the 30 second TV spot – has had priority over all other aspects of brand building. The limitations of the TV spot have dominated both media plans and the collective marketing mindset. This has led to a state of 'reductive thinking' in marketing, focused on "how can we tell the story quickly" and "how can we reduce brand meaning down to its most singular expression?".

Does this approach make sense in the digital age?...

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