Digital brands grow in different ways to those suggested by established marketing theory: it’s time to review the current model and recognise these new driving factors, says creative network R/GA’s global chief strategy officer Tom Morton in a WARC Exclusive.

Why it matters

The reference points in Byron Sharp’s influential book How Brands Grow (HBG) lean towards established channels and categories (there are more toothpastes and supermarkets than streaming services and social networks). But digital brands have a freedom of movement that HBG doesn’t recognise. 

Takeaways

• Digital brands are the growth driver of marketing. They are relatively new,...