An entirely new set of channels, touchpoints, and experiences for brands were introduced with the application of digital technology to the world of marketing activation. The total magnitude and influence of these digital touchpoints are just as great as (if not greater than) those in the physical world.
Inspired by the best-selling book The Indispensable Brand, this guide focuses on the critical role brand strategy should play in shaping digital strategy and execution. Additionally, it explores how marketers should expand their thinking and modify some of the basic brand strategy frameworks that underlie digital activation.
