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 they’ve bought. In “Branding in the Digital Age,” in the December 2010 Harvard Business Review, David C. Edelman of McKinsey & Company’s Global Digital Marketing Strategy...

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