Building brands: The importance of a reflective strategy

This essay explores how digital advances have changed the role of brands, and argues that brands need to address these and anticipate further changes.

Building brands: The importance of a reflective strategy

Matthew Sell/Jack MilesNorthstar Research Partners

Perhaps we should re-iterate what defines the digital age. In essence, the euphemism of the digital age refers to the post-internet era which ushered in massive changes in communication technologies and which in turn revolutionised the way people communicate – both with their immediate friendship groups and the wider world around them.

How did this all happen? Well, this age theoretically began with the design of the internet in 1969, but it exploded into consciousness 20 years later after Sir Tim Berners-Lee invented the World Wide...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands