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Branding in the age of social media / Douglas Holt

By: Series: Harvard Business Review. 94 : 3, page 41-50 Publication details: March 2016.Content type:
  • txt
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): Summary: In the era of facebook and youtube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies ot technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But and despite all the hoopla, such efforts have had very little payoff.
Item type: Articles
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In the era of facebook and youtube, brand building has become a vexing challenge. This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies ot technologists to insert brands throughout the digital universe. Viral, buzz, memes, stickiness, and form factor became the lingua franca of branding. But and despite all the hoopla, such efforts have had very little payoff.

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