The Future of Brands

Hartnett, Michael
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, special section ps1
Trade Publication
This article discusses interactive brand marketing strategies. According to a report by consultancy McKinsey & Co., brand-building has evolved to a state where marketers can no longer simply depend on a product's functional attributes to shape its identity. David Ropes, Ford director of corporate advertising and integrated marketing, says that the advent of the Internet is challenging brands to be very proprietary and very differentiated. In general, Ropes, sees a continuing, strong role for traditional media, but says the mix may require some rebalancing, which will include a strong Internet presence, to reach younger and older audience. INSET: With a Will, there's A Way..


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