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
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...