The Tech Trend Trap - Have the principles of brand building really changed or have marketeers just lost their way (in the tech jungle)?
The marketing world seems to be obsessed with the possibilities of technology and overwhelmed by the sheer amount and pace in which they arise. And whilst a few leading heads of the industry, like P&Gs Marc Pritchard, already declare digital marketing as 'almost dead', the majority still just applies myriad tactics in an attempt to follow the latest trend. What is your observation? Does this behaviour come at the cost of loosing sight of the fundamental principles of brand building? And have these principles really changed, despite the amazing opportunities technology has created?