Branding: Digital architects needed

Vicky Bullen and Christian Barnett

A review of advertising history reveals that when a new medium appears, it takes time for advertisers to develop creative approaches that exploit its potential.

Branding: Digital architects needed

Vicky Bullen and Christian Barnett Coley Porter Bell

Using the analogy of builders versus architects in the construction industry, Vicky Bullen and Christian Barnett describe how to move beyond function and become a brand architect in the digital world

EVEN Acursory review of advertising history reveals that whenever a new medium appears, it takes time for advertisers to learn how to develop creative approaches that fully exploit its potential. So, early press ads reproduced the salesman on the doorstep and early television ads were simply animated press ads....

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