WHILE BRANDS MAY NOT BE DEAD, TRADITIONAL TOOLS FOR BRANDING MAY BE DYING. THIS AS NEW TECHNOLOGIES AND CHANNELS ALLOW MARKETERS TO REACH MASS AUDIENCES IN DYNAMIC WAYS – IS THIS A FAIR ASSESSMENT?
“Principles remain, practices change”, as the great John Hegarty said. If there’s any industry that’s adaptable, it’s advertising and marketing. We’ve always been about finding new ways to engage audiences and give brands an edge over competitors. A salient and meaningful brand continues to help influence choice for customers, and the rapid evolution of technologies and channels creates new ways to reach and connect.
But it’s not binary – out with the old, in with the new. There’s plenty of life left in traditional tools. Like creative agencies, traditional channels continue to evolve. It’s
