Building brands in India - insights from ad:tech New Delhi 2013
Brand building as an art form has undergone a rapid transformation as the forces of digital media and changing consumer behaviour reset expectations across the board. As the audience at ad:tech New Delhi 2013 discovered, it also means the need for integrated storytelling is now more pressing than ever.
Ruth Stubbs, the chief executive of iProspect and digital media, Aegis Media Asia Pacific, suggested that inconsistency was hampering many attempts to build, or rebuild, brands. "Companies are trying to jump from one idea to another in an...