Why tech changes can't diminish the importance of solid branding

12/12/2012 | Adweek

Effective branding strategies existed well before the Web -- and even today, most of the word's best-known brands come from a pre-online work, writes IAB President Randall Rothenberg. Technology hasn't changed the fundamental principles of connecting with consumers, so marketers must make sure they don't forget about the basics in the rush to embrace new tools. "Brands and publishers must adopt best-case communication experiences whether it’s a 30-second spot or interactive video ad," he writes.

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