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Basics of Branding by Jay Gronlund

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Chapter 6

Marketing Today: Branding for Digital Marketing and Social Media

Transformative Shifts in the Marketplace, Consumer Tastes and Media

The goal of branding is to form an emotional, loyal relationship with the target customer. Engaging your customer is critical for this goal, and the internet today presents extraordinary opportunities to start a conversation with target customers due to its interactive capabilities.

Since World War II, we have been living in a world of mega brands like Tide, Coca-Cola, and Crest, which were designed to appeal to a mass market. In the past decade, this world had changed dramatically. Mass marketing has evolved into micro marketing. This fundamental change reflects both the nature of the marketplace as well ...

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