The dragon tail effect: Brand building in the age of convergence

As consumers spend more time on online channels engaging and transacting with brands, Facebook’s Sachin Sharma, Dhruv Chadha and Charibelle Abad discuss the role of performance advertising and its relationship with brand advertising within the overall marketing effort.

In the last year or so, there has been a lot of discussion around how marketers need to deal with the new normal due to the impact of the pandemic.

The advent of technology in people’s lives has brought about many lasting shifts in consumer behaviour, which have upended traditional brand building models and provoked debate around what the future holds for marketing and brand building. This has m.

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