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Transmedia Marketing by Anne Zeiser

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CHAPTER 9 Branding

Brand is paramount in today’s world. The three key elements of being a modern marketer are to be a brand marketer, content marketer, and digital marketer. Social media has made everyone a brand and everyone a brander. Do you register on your social graph as snarky or heartwarming? What reflects you better, driving a Jeep or a BMW? Audiences have an innate understanding that a brand’s public expressions, the company it keeps, and what others say about it imbue it with characteristics and attributes.

Good branding is both an art and a science. It involves research, analysis, identification, interpretation, creation, testing, and launching. In an age of industrial branding, creating and refining brands is a specific discipline ...

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