by John Hegarty
For the past 20 years, the communication industry has engaged in splenetic debate about the merits of broadcast versus narrowcast. Or as I would say, persuasion versus promotion. The digital revolution opened up a dispute over those two needs that has never really been resolved. To this day I’m constantly witnessing arguments that exclude one to the detriment of the other. I look on bemused.
Of course, the world is now digitally powered. There is almost no such thing as analogue. But just because we’ve invented bites and bytes, it doesn’t mean the founding principles of brand building have changed. They haven’t.
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