Branding and New Media
Thursday, July 31st, 2008
I often hear people make claims that the brand and the practice of branding as we know it is dead. They argue that in a world of consumer generated media niche marketing is replacing uniform brand communications. Instead of speaking in one voice across several stakeholder segments, companies should adopt a super flexible mode of communications where they are slavishly adapting their message, tone and approach depending on which “community” is being addressed.
