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Revisiting The Old Rules Of Branding

You can’t just “add-on” a digital dimension to a brand. We are going to look at revisiting the old rules of branding to explore how brands can be digital (from the inside).

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Revisiting the old rules
of branding
BRIDGETJUNG
CHIEFCREATIVEOFFICER
DIGITASLBIPARIS
@BRIDOO
JEAN-PHILIPPEMARTZEL
PLANNING&STRATEGYDIRECTOR
DIGITASLBIPARIS
@JPMARTZEL
Revisiting the old rules of branding
“CANYOUGIVEUSADIGITAL
POSITIONINGFOROURBRAND?”
(WEGETTHISQUESTIONALOT)
HOWEVER,YOUCAN’TJUST“ADD-ON”A
DIGITALDIMENSIONTOABRANDPLATFORM.
ITWOULDBELIKEASKINGAMECHANIC

TOADDWINGSTOACARINORDERTOMAKEAPLANE…
ADDINGONDOESN’TALWAYSWORK.

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Revisiting The Old Rules Of Branding