Monday, December 20, 2010
Harvard Business Review Post #2: Digital Branding
“Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places” (by David Edleman, p. 62). Edleman, a leader in McKinsey’s Global Marketing Strategy practice, has some definite opinions that marketing directors should listen to. Specifically, today’s consumers are bypassing the typical marketing funneling process in favor of what he calls a consumer decision process: 1) Selecting brands; 2) evaluating by getting peer and reviewer opinions; 3) buying the brand; and 4) enjoying and advocating the brand. And if the consumers’ bonds get strong enough, they skip steps 1 and 2 and go straight to buying and advocating. That describes my relationship with Hondas, for sure!