In order to effectively engage consumers in a digital world brands must label, identify or be recognised with content. Brands must manage the brand value through association with properties, third party owned ‘brand property’, as well their own ‘brand assets’
Effective brand engagement with consumers in a digital world will see brands label, identify and associate with content. This change will bring about the biggest shift in the relationship between advertisers and consumers, since TV advertising was first invented. A shift that will be accelerated, not just through the Internet but across all interactive media.
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