Four pillars for digital brand-building

Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.

In a WARC Best Practice paper, How digital channels can help build a brand, Oliver Feldwick, head of digital strategy at The&Partnership London, explains that the mechanics and measurement of digital have led to a focus on short-term metrics such as clicks.

But there is no strong correlation between clicks and any meaningful brand metric and he argues that the obsession with clicks has distracted marketers from brand building.

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