This quarter I'll be writing a report on the rise of the digital brand — focused on how interactive tools have changed the ways in which we convey the meaning of our brand to our customers, and how smart marketers can react to (and even take advantage of) those changes. I'm at the early stages of my research, and I'd love the community's help in shaping the direction of this report.
In particular, I have a few questions:
- Can (or should) interactive take over from traditional channels like TV, print, and in-store to become the lead channel for a brand? Meaning, can companies use interactive tools and experiences as the most important part of how they create brand awareness or build brand meaning?
- What are the most important interactive tools to building and maintaining a brand? Do you think your own website is your best opportunity to create a brand impact — or is it a Facebook page, an MSN home page takeover, a CRM email initiative, a campaign microsite, a pre-roll video buy, an iPhone app, a paid search program, or something else?
- Which companies have done the best job of digital branding? Who do you think has most successfully and creatively used interactive tools to make online the centerpiece of their brand relationship with consumers?
If you have thoughts you'd like to share, please leave them in the comments below, or email me: nelliott at forresterdotcom. I really look forward to your thoughts — and to pursuing what we discuss here in my upcoming research.