Rebooting brand strategy for the digital age

This article explores how brand strategy should be retooled for the digital age, without devolving into a purely tactical dispute.

Rebooting brand strategy for the digital age

David Taylorthe brandgym

The growing importance of digital and social channels is confirmed by the survey reported in this article, and harnessing these channels is top of marketing directors' agendas. However, the study highlights the risk of neglecting brand strategy in the rush to experiment with the latest, sexiest digital toys. David Taylor argues that the key to creating brand-led growth is not to overlook brand strategy, but to 'reboot' it for the digital age.

Digital marketing is the topic of conversation for most marketing directors and their teams today; in some...

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