Ad Industry is getting a clue about Internet Branding
A recent research study shows that leading creative online advertising professionals internationally acknowledge:
“Branding is the most important consideration for online ads, with 70 percent of respondents identifying it as the “most important” or “second most important” goal.”
While this is a step in the right direction, Al and Laura Ries, in their book The Fall of Advertising & The Rise of PR have for years contended that public relations is the way a strong brand is truly established.
I attended Joe Jaffe’s Online Branding breakfast this morning and found it very interesting that an advertising company, Advertising.com sponsored the function.
Joe stated that branding is best defined as an “Accountable Process” and that “Branding online is not only possible; without online branding, branding is impossible.” I thought he coined a concise phrase in “Top of mind is now top of page.”
