Remastering the Art of Brand Marketing
By Tom DoctoroffPalgrave Macmillon, 272 pages, $31
|Today's digital frenzy has led many to declare that advertising is dead… or at least dying. Is it? There's no doubt that brands have shifted focus from advertising to digital marketing in fear of being labeled "too traditional" or "out of touch." Is that a good choice? That's the question Tom Doctoroff, Asia CEO for J. Walter Thompson, sets out to answer and based on the title of the book, you probably figured out his answer is 'no.' The digital revolution does not mean that marketers should abandon their belief in the value of great creative ideas to build brand loyalty. In the book, Doctoroff highlights several brands that have figured out to effectively marry the message of top-down advertising with a bottom-up consumer-engaged digital strategy, including Axe, Nike and LEGO, among plenty of other outstanding companies.
