/// Voice: Cutting Out Complexity

December 11, 2012  |  Media Week

Looking back at the last year and looking forward to the next, I’m reminded that many of the world’s biggest brands and companies, such as Anheuser-Busch , McDonald’s, General Motors and Coca-Cola , were created 50 to 100 years ago—before the Internet and the myriad opportunities that came with it. Historically, the most effective way to create a lasting brand has been to get on the retail shelf first, dominate this coveted real estate, and then own the equivalently limited media shelf space with catchy taglines and jingles. A similar notion could be applied to media brands and companies. The New York Times , Cond



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