Les Binet examines how digital affects brand building/activation model

While digital media can encourage marketers to prioritize short-term activation, research from Les Binet and Peter Field has shown that brand building remains essential.

“Brand building is more important in a digital world than it is in the old economy,” insists Les Binet, head of effectiveness at London-based agency adam&eveDDB – and whose work with fellow author Peter Field has been described as “compulsory reading for all serious scholars of marketing.”

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