Thursday, 27 March 2008

Companies are realizing that to build their brands, they need to build relationships

In the dark days of advertsing--in the pre-interent ages, brands were able to prosper on the inabilty of people to get information. The only things consumers had to go on were
logos, spokespersons and slogans.

With the limitless access to information the power is now back into the consumers hands and brands like Zappos and Google are making decisions to invest in consumers over advertising. Havas Media Lab director and London economist Umair Haque on Harvard Business Online writes," Google is a living example of a deeper truth: The future of communications as advantage lies in talking less and listening more."

read the Adweek article here

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