Are digital marketers forgetting the basics of branding?

10/30/2012 | New York Times (tiered subscription model), The

As they race to embrace the digital revolution, ad agencies risk forgetting the basics of brand-building, warns Ron Berger, the former top executive at Euro RSCG. Hiring workers who can wrestle algorithms or analytics is all well and good, Berger says, but agencies also need old-fashioned branding experts. "Old school or new school, the most important school is understanding the power of a brand," he says.

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New York Times (tiered subscription model), The

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