Brand success in the digital age

This article looks at how the use of digital channels should be assessed following an IPA report that has found that emotional priming builds more profitable long-term effects and rational messaging is best for short-term sales.

Brand success in the digital age

Les Binet and Peter FieldIPA

Building on their new IPA report, The Long and the Short of it, Les Binet and Peter Field provide the definitive analysis of how communications work in building value for brands. The findings – particularly the roles of emotional priming for long-term effects and rational messaging for short-term effects – have profound implications for how digital channels should be used to improve business success.

The new IPA report, The Long and the Short of it, examines the major differences between what drives...

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