The Role of Branding / Purpose in the Digital Economy
In two articles on HBR the role of branding in the digital economy is discussed.
(Unfortunately behind the HBR paywall)
In this first article Itamar Simonson and Emanuel Rosen argue that in many categories customers now acquire knowledge and competence about a product before purchase. This diminishes the effect of traditional advertising and marketing, where the brand is largely communicated as a function of emotion and preference (“the story”).
