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Tag Archives: Brand Missions
Mastering Integrated Marketing Is Nice, Mastering Dis-Integrated Marketing Is Far More Useful
As a direct result of Web 2.0 and media fragmentation, consumers have dissed advertisers. Specifically, they’ve dis-integrated marketing. Over the years, advertisers accumulated and adopted new media for their messages, and their agencies worked to integrate all of them around … Continue reading
Who Are You? Who Who? Who Who?
In a marketplace awash with product offerings, product extensions, and product parity, brands today must know exactly what they are and how they add value for consumers. Until brands recognize precisely where their most valued strengths lie, they can’t … Continue reading