The role of brand in the digital age
“If Coca Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”
Ad agency Mullen’s Kelsey Hodgkin, explains the role of brand in the digital age starting with the super brand of the Roman Catholic Church.
According to Hodgkin the most powerful brand of all time. A power that comes from supporting a single belief with multiple touchpoints, participatory events and transmedia story telling (Boches).
Amir Kassaei, DDB’s chief creative, is being quoted on deck 8 of the presentation, which serves Edward Boches as teaching material for Boston University:
A brand is not a product or a promise or a feeling. It’s the sum of all the experiences you have with a company.
— kelsey hodgkin (@kpant) January 26, 2013