Jan
30
- “Many companies continue to look at marketing in conventional ways — from a mass-market point of view. Branding today is not about the media; it’s about the idea. You need to dismiss the conventional way of thinking and start with an understanding of the value of each communication channel and how — or whether — it will ‘engage’ people. The idea should be the organizing principle, and it should inform everything you do to help consumers grasp your brand promise in whatever channel you’re reaching them: the television, the blogs, the banner ads or the word of mouth.” Michael Mendenhall, CMO of Hewlett-Packard
