Brands need to storytell
Close to 90% of US marketing execs believe branding initiatives need to be more flexible, while more than 60% think traditional brand positioning and advertising are losing their effectiveness, according to survey carried out by Jupiter Research/Verse Group.
Nearly three-quarters of respondents say that managing their brands across multiple platforms is a big challenge for their organization. However, Verse says that companies adopting narrative-based branding strategies to cut across different delivery platforms are more likely to succeed.
