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