(Re)Building Brands in the Digital Age
—#McDstories takes off in the wrong direction
The basics tenets of brand building have been true since long before David Aaker wrote Managing Brand Equity. That’s because brand – reputation by another name – is a natural phenomenon. Human beings are incredibly sensitive to patterns, whether they be consistently fresh burgers at In-N-Out, or bad customer service on the 1-800 number of your least favorite airline.
Twenty years ago, building a national (or global) brand was a multi-year, multi-billion dollar proposition. And that’s not just because word traveled slower. Everything traveled slower. Today’s digital and social technology has ushered in new opportunities for brand building that operate under a different construct, defined by different expectations.