Tom Roach - Brand building in a world of creative fragmentation │Marketing Next 2025 скачать в хорошем качестве

Tom Roach - Brand building in a world of creative fragmentation │Marketing Next 2025

Marketers today face a dilemma. They’re caught between two apparently conflicting demands: what the evidence says their brands need to thrive versus what the platforms tell them they need. Singularity and consistency and repetition of message, or a continual stream of fresh content. When the old certainties of the TV-dominated landscape are gone, they need to find new models of brand building. Creative fragmentation means brands must now produce a high volume of creative assets to fit the multitude of digital channels, but without sacrificing creative quality and consistency. Some of the fundamentals will never change, but some of the creative tactics we use have to. The new rules for brand building in a world of creative fragmentation – high volume, high consistency, high fit for platform.