How to reboot brand strategy for the digital age

Lynx's global campaign encouraged men to throw off the shackles of conformity
Lynx's global campaign encouraged men to throw off the shackles of conformity

In the rush to engage today's connected consumers, the fundamentals of brand strategy are being neglected. That's why a clear brand positioning is more important than ever, David Taylor and Jon Goldstone write.

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register here or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
support@campaignlive.co.uk
or call 020 8267 8121

Don't have an account?

Register for free today to be eligible for email bulletins and further access to articles.

Register Now

Or

See membership options

If you have recently become a member, please follow the link below to obtain your user login and password

Activate membership 

Marketing Society member? Click here for full access 

Get top stories and new campaigns emailed to you each day

Stay in touch with our Campaign bulletins

Sign up here
OOH 'boosts market share by a third', claims new Rapport and IPA study
Shares0
Share

1 OOH 'boosts market share by a third', claims new Rapport and IPA...

Out-of-home advertising can boost market share by more than a third, according to a new report written by marketing analyst Peter Field.