The Feldwick Factor: Has digital growth changed consumer-brand relationships?

In his monthly column, Paul Feldwick considers the question: "Has the growth of digital really changed the fundamental relationship between the consumer and the brand, as some would have us believe? and suggests that there is little evidence to suggest that anything has changed the fundamental psychology of brand choice.

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...

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