Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

The Internet has upended how consumers engage with brands, making many traditional marketing strategies obsolete. Not long ago, a car buyer would pare down the available choices until he arrived at the one that best met his criteria.  A dealer would make the sale.  The buyer’s relationship with the dealer and the manufacturer would end after the purchase. But today, consumers connect with many brands and evaluate a shifting array of them, often expanding the pool before narrowing it.  And, after the purchase, these consumers may remain engaged, publicly promoting or criticizing the products .....