How can marketers build their brand in this increasingly fragmented marketing environment?

Video Transcription

Joe Charlson : Whenever I’m asked the question: “What advice would you give to a brand marketer in this increasingly digital media environment?” I really always say the same three things. It’s about relationships, relationships, relationships. Brands are relationships. And you can’t lose sight of that and you can’t get sort of off track and lost in the latest fad. You need to ask yourself what unique value am I bringing by engaging in the media? And you know, brands are—strong brands are built by bringing differentiated unique value consistently to your customer. So that’s a good screen whenever you’re looking at an opportunity, is to say what unique value am I going to bring by joining the conversation? The flip side is you need to be prepared to support that conversation. Okay. It’s OK to use digital media in lots of different ways and integrated ad campaigns, but if you want to consistently build your brand, you need to be prepared and put resources against it.