Branding in a Digital Age Conference 2011

With rapid social media innovation and the proliferation of mobile tools among people’s daily lives, the resources and means through which people receive and perceive information has changed – and so must brands adapt to communicate more effectively with consumers. No longer can brand management techniques remain prescriptive and formulaic – brands need to consider and appreciate today’s super-fluid, new media landscape, or risk being left behind. Nevertheless, while there are so many channels and opportunities to interact with consumers, the challenge of ensuring a positive brand experience at every touchpoint remains critical. On top of creating compelling content, brands need to formulate strategies that enable them to engage consumers holistically to create longevity for their brand.