CEO at Econsultancy
02 November 2000 12:17pm
Short but interesting article at http://www.strategy-business.com/briefs/00315/page1.html on the brand promise and how this translates to digital channels.
One of the key points is that where offline brands have succeeded though stability, digital brands have stressed change. Building brand 'option value' and developing your promise rather than your wares is key.
There are also other useful brand articles on this site if you search the archives...
Best Practices in Digital Display Advertising: How to make a complex ecosystem work efficiently for your organization is a comprehensive overview of display media advertising. Tailored to marketers who are attempting both branding and direct response, topics covered include emergent technology, key changes, and guidance on how to discover, buy, serve, and measure digital display media advertisements.
Econsultancy's fourth Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, aims to distil a plethora of data and discussion points into some key digital trends, challenges and opportunities which businesses are (or should be) paying close attention to during 2012. The report is based on a survey of around 600 business respondents predominantly in the United States and Europe.
Free market research on digital marketing
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