Avenue A Razorfish recently published the 2007 Digital Outlook Report (6230.6K). This report examines trends in the way consumers, publishers, and advertisers employ digital media to have a conversation with each other.
There can be no doubt that the financial benefits of branding campaigns are on a steady decline. As the cost of reaching consumers rises, competition for securing their attention increases likewise.
Who cries for struggling auto dealers and manufacturers? It’s important for many that they succeed, so I know there are deep pockets of sympathy. I wrote this back in the Fall to try and help soften the barbed emotional barriers that surround the buying experience.
The sixth most important thing to know about building winning brands is that relevant differentiation is the defining aspect of a brand.
Marketing is experiencing a radical change. In the 1990s we saw power shift from manufacturers to retailers. Now competition, choice and technology have put consumers in control.
