Five objectives for remarkable brand positioning in the Digital Era
In a world of digital distribution where video game developers become more and more independent from publishers, marketing increasingly becomes something that ought to happen within the boundaries of the firm. Returning guest author Bart Hufen explores five objectives to pursue in positioning your brand in the digital era. His views are largely derived from his book ‘A Brand New Playground – Building brands in the Digital Era’ that can be downloaded for free here.
In the current era of digitization, an organization can no longer afford to produce products that do not meet brand promises. Almost two billion people worldwide are connected through the Internet, and stories from one side of the globe can reach the other side almost instantaneously. Also, communication nowadays is far more reliable than when we were still sending letters to each other through the mail. Once a consumer has posted something on his/her weblog or on Twitter it will stay there and will remain accessible and findable. This ‘forces’ organizations and brands to be more truthful in what they communicate (‘walk your talk’ and ‘practice what you preach’).
