The Feldwick Factor: Has digital growth changed consumer-brand relationships?

Paul Feldwick

In his monthly column, Paul Feldwick considers the question: "Has the growth of digital really changed the fundamental relationship between the consumer and the brand, as some would have us believe? and suggests that there is little evidence to suggest that anything has changed the fundamental psychology of brand choice.

The Feldwick Factor

Paul Feldwick

Q Has the growth of digital really changed the fundamental relationship between the consumer and the brand, as some would have us believe?

Martin Deboo, consumer goods analyst, Investec Securities

There is a widely repeated...

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