Building brands: More than marketing

John Shaw/Laura Tan

This essay argues that the role of brands in society have changed through digital advances, and marketing needs to respond to this by creating stand-out customer experiences.

Building brands: More than marketing

John Shaw/Laura TanWPP Team Red/The Brand Union

The first rule of Ages is: you can't be an Age until you're over. We don't talk about the 'Wheel Age' or the 'Fire Age' because we're still driving and still lighting fires, at least in rural gastropubs in winter. It's OK to talk about the Stone Age because most of us now find it inconvenient to cut up our meat with pieces of flint. So it's a bit early to pass judgement on the Digital Age, since in evolutionary terms it's only just begun, and it's...

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