Statics and Flows: The creation of brand fame in the digital age

Peter Buckley

This essay discusses the importance of brand fame in brand building. A number of studies have found fame (or salience or familiarity) to be a key driver of brand growth, but this essay argues it has become even more important in the digital era.

Statics and Flows: The creation of brand fame in the digital age

Peter BuckleyMEC

The Admap Prize 2014

This essay was the Bronze Award winner of The Admap Prize 2014. For more information visit the Prize page.

The most effective way to build brands in the digital age is to ensure every brand encounter reinforces its fame. Statics create self-perpetuating fame but Flows assist in making brand fame culturally congruent.

On 15th October 2009 in Fort Collins, Colorado, Richard and Mayumi Heene allowed a gas balloon filled with helium to float away into the atmosphere with...

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