From the editor: Building brands

Colin Grimshaw
Warc


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 little or no advertising – to test that tenet of the advertising industry.

Instead of advertising, these brands focused on creating a great user experience, often aligned to an appealing purpose, and spreading their reputation by word of mouth.