Hasta La Creative!

Without a true sense of perspective, too often brands fall prey to Shiny New Object Syndromewhere we chase trendy and narrow foundations from which to build our brands.

Over the last 20 years, various brand-building approaches have surfaced as a result of economic, societal and technological changes. For instance, the dotcom boom made insight conversations revolve around how a brand lives online. Then the Great Recession came along, and we wanted to understand the role of a brand in culture.

When digital’s role resurfaced with Google’s Zero Moment of Truth, we re-evaluated the decision-making process and began to explore how consumers and brands interact in the moment to spark a purchase. This, in turn, signaled the end of the traditional path to purchase and hastened conversations of nonlinear purchasing journeys.

Continue reading at AdAge.com