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This paper will focus on how digital channels and formats can best be used to build a brand. It explains how digital channels, when used well, can play a fundamental and complementary role in brand building.


This paper will predominantly focus on paid digital media and its potential to deliver brand impact and achieve brand objectives.

It will have relevance for video-on-demand, in-read video, static and dynamic display, paid social, organic social and owned content.

It has less focus on community management or digital utility brand building approaches, although those will also have relevance.

Where to start