Friday 13 November 2009

My Brand.

I keep reading articles and stories regarding the shift in control from brand owners to the consumer and how the internet has facilitated the change. Yer sure brand owners should start to re-consider their intellectual property and how they can leverage this to maximise their marketing efforts, but I just don't agree with those who comment on how the internet has shifted control over brands.

A brand is held within the mind of the consumer, this is the way brands are constructed. What the digital age has done is to publicise this construction of brand meaning and allow this to be shared with others.

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