The Feldwick Factor
Paul Feldwick
Q Has the growth of digital really changed the fundamental relationship between the consumer and the brand, as some would have us believe?
Martin Deboo, consumer goods analyst, Investec Securities
There is a widely repeated narrative that goes something like this: the internet has changed everything. The new generation of consumers is sceptical, 'empowered', and no longer susceptible to advertising as we have known it. All previous marketing knowledge is irrelevant.
There are plenty of examples of this around in the 'blogosphere', such as Zeus Jones's slideshow at http://tinyurl.com/nbsbx9. But...