Triangular brand-building

Tracey Follows

This essay argues that to respond to the changing, digital world, brands need to adopt 'triangular' communications.

Triangular brand-building

Tracey FollowsJWT London

This essay is an argument for a new shape. In order to recognize how to now shape a brand in the post-digital world one needs to acknowledge the shape of events around it. I will argue that everything in the communications world should now take on a triangular shape. Brands are no longer built in a bilateral way by building relationships with consumers alone; they are now built in a triangular way by building relationships with three partners: consumers, government/regulators and the wider community. In order to build the triangularbrands...

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