Brands in the digital age: don't forget utility

This article reminds marketers that despite the need for purpose, utility is still more important for driving people's interactions with the brand.

Brands in the digital age: don't forget utility

Fran BrosanOmobono

David Taylor's article in Market Leader (Q1 2017) 'Rebooting brand strategy for the digital age' was informative and timely. It's all too apparent that, in the rush to embrace digital channels, marketers are indeed devolving into the tactical, to quote Mark Ritson. This is evidenced by the increase in briefs we receive from clients that are 'laundry lists' of requirements – with almost no sense that there might need to be a coherent strategy to link activities back to objectives.

But I wonder whether the research missed...

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