A new age of honesty
21 December 2010 Jim Harrison,
Heavenly’s Founder and CEO, Richard Sunderland has been featured in the opinion section of Media & Marketing Global’s website. His article looks at the democratisation of digital media and the consequent need for brand owners to be clearer and more concise about their brand’s proposition.
For over 21 years Media & Marketing has provided data, insight and analysis to help media and marketing professionals effectively compete in the global advertising marketplace.
Richard’s article draws on Martin Lambie-Nairn’s recent blog for British Airways and identifies that the most high profile recent brands have been those that are powered by the crowd rather than the brand owner.
The democratisation of digital media, he argues, means that brand-owners must be clearer in their brand proposition and more consistent in its delivery. This will lead to successful brands being those that are most honest.