The latest on digital design trends and consumer behavior from Avenue A | RazorfishDigital Brands vs. Traditional Brands: Is There Really A Difference?
June 24th, 2008 by Garrick SchmittTags: apple, cannes, coca-cola, darwinism, dna, ebay, ge, google, ibm, intel, interbrand, joe crump, mercedes, netflix, yahoo, youtube
Last week my colleague Joe Crump discussed “Digital Darwinism” at the Cannes International Advertising Festival. He argues, very persuasively, that digital brands have a certain undeniable DNA. And, to help marketers and brand advertisers, he’s created a “Brand Genes Scoreboard”. Here’s a link to the original article and the presentation:
This has touched off a pretty intense conversation, both in our agency and in the advertising community, about whether we should be drawing distinctions about “digital brands” vs. “traditional brands” in a world that is increasingly becoming digital.
I fall on this holistic side of the argument, but find Joe’s hypothesis extremely relevant and thought provoking. Essentially, how does “digital” change the perception and rules of branding? What new types of frameworks do we need to consider?
After all, is there any other medium where we are “always in beta”?
