Branding and Today's Consumer

Brian Hunt

In this brief article the author discusses on-line shopping, advertising on the Web and the dangers of failing to deliver.

Branding and Today’s Consumer

A smart online branding campaign can actually increase sales

Brain Hunt, DoubleClick

My desk, for the most part, doesn’t look like a mall. There are no parking spaces, food courts, or frantic shoppers. But there is a fair amount of shopping going on here. I’ve bought bestsellers, new CD’s, movie tickets, and a pair of sandals right from my desk – all with a few clicks of my keyboard. And I’m not alone. Today’s consumer is beginning to recognize that they can find whatever they want on the Internet, quickly place an order, and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands