Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places – Harvard Business Review

Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places – Harvard Business Review.

Artwork: Alex MacLean, Untitled, 2010, photograph, Atlantic City, New Jersey

The internet has upended how consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. For marketers, the old way of doing business is unsustainable.

To be continued at http://hbr.org/2010/12/branding-in-the-digital-age/ar/1

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