From the editor: Building brands

Colin Grimshaw

In his editorial for the December issue of Admap, Colin Grimshaw discusses the changes in consumer behaviour caused by technological advancement, and how this has affected advertising.

From the editor: Building brands

Colin GrimshawWarc

Browse the December 2013 issue of Admap – How brands are built in the digital era

The commonly held axiom that the way to build brands is to create a product or service that consumers want, at a price they are prepared to pay, and then advertise the hell out of it to build awareness and stimulate purchase (and then brand loyalty), was rarely challenged in the analogue era. And then along came Amazon, Google, Costco, The Body Shop, Ben & Jerry's & new, and hugely successful, brands built with...

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