A New Branding Paradigm Built Around Digital
I'm not entirely sure if I agree with this article, but it definitely carries some fascinating points and makes some convincing arguments. I think her argument can simply be summed up by the point that digital media offers us the ability to build brand value in ways we've never imagined.
Think of the simple example of social media:
In yesterday's world, you built a brand with functional, emotional and aspirational messaging to hopefully push the right buttons to build head and heart loyalty. You didn't exactly know who those folks were, and you couldn't exactly ask them, "Hey. Are you heart loyal to my brand?"
In today's world, you can. And, you know exactly who they are. You know what their friends look like. You can see pictures of their families, what they do on the weekends, whether or not they travel frequently...
Creepy yes, but think of the amount of brand engineering you could do.
