Strategy + Business

The Internet as Integrator � Fast Brand Building in Slow-Growth Markets


Today, as most industries confront overcapacity and weakening demand in the face of an uncertain economic environment, the need for cost-effective brand building has never been greater. There are two ways to improve the ROI of brand marketing: Create more brand-building programs that are so differentiated and efficient that they boost awareness, purchase intent, and ultimately sales and market share; or increase the synergies and impact among the firm�s individual brand-building programs so that the whole is greater than the sum of the parts.