Perspective

Dentsu Aegis Network's New Brand Balance

In partnership with Longitude Research, we spoke to a number of leading experts to find out how they are embracing disruption in the search for enduring brand value.

It’s easy to be nostalgic about the past. A lot of recent commentary would have us believe that marketing used to be simple and predictable, while today everything is different as digital disruption turns marketing on its head.

However, the interviews and insights contained in this paper suggest that this characterization borders on the sensational—a lot of hype but little perspective. Some elements of marketing have clearly changed. But there is also much that endures. The challenge for brands is to combine the best of both worlds and strike a new balance in their strategy.

So, what is different about marketing today?

Click here to download the full "New Brand Balance" PDF.