With 4 decades of experience, David Appasamy shares how marketing and brand communication have evolved from the traditional mediums to digital media. Read more at
Much has already been said and written about managing brands: creating awareness and loyalty, refreshing them, launching brand extensions successfully and increasing revenues from a brand’s franchise year after year. Companies like P&G and Unilever honed this to a fine art and became sought after employers by eager MBAs raring to manage brands.
This was when the television commercial and its production was the high point of months of research, mapping, positioning and creative options. Print and outdoor media supported the core TV effort, while promotions drove increase in sales through value offers to encourage brand switch and sampling by new users. It was always about using mass media to build brand image, and influence the audience to buy a brand based on promised benefits and lifestyle cues.
With the advent of the Internet and digital content, many things changed fundamentally. The Internet was mass media, but in a very different way: instead of being a ‘one-to-many’ communication (broadcast) that was information push, the Internet offered the chance of engaging (conversations) with many in an interactive manner. For it is a ‘many-to-many’ medium, with users generating content as they engage with each other.
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