Brand Champions of Tomorrow: Brand Building Online: An Add-on, or a Core Mission?

Kim Ryneska

Argues that, since brands' customers are increasingly using the Internet (more than TV), brands must follow them.

Brand Champions of Tomorrow

Brand-building online: an add-on, or a core mission?

Kim Ryneska, School of Journalism and Mass Communication The University of North Carolina at Chapel Hill

This summer I participated in a focus group of 18–22 year olds conducted by a major advertising agency in New York. We were asked to estimate how much time we spent per week viewing television versus going online. Our answers averaged five hours for television, but triple that for the Internet.

That’s a scary shift for an agency that, truth be told, makes most of its money by producing...

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