Brands in the digital age: The opt-in age of brands

Guy Murphy

Consumers are media savvy, sceptical and well-informed about products and choices. This means brand-building needs to move away from the 'push' of advertising in mass media to a new form of consumer 'pull' opt-in marketing with a focus on product quality, added value and 'brand-budding'.

The topic for the Admap Prize 2014 (and this month's Focus) is 'How are brands built in the digital age'?

I like this question. It rightly assumes that brands will remain important in future, and doesn't invite any silliness about them being a quaint marketing concept that can't survive the rise of technology.