21st century branding – how times have changed!
New research indicates that branding as it has been used for the past several decades is dead. Branding is probably the most overused and often times misused (and sometimes the most misuderstood) marketing tool. When branding is used properly, a company realizes grand scale recognition which translates into sales.
With the new media world of marketing, branding has to take on mobile marketing, online social marketing, digital advertising as well as maintaining (at least for now) a print and television persona. It’s a brave new marketing world that demands brave new ways to brand.