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March 11, 2011

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Charlie Quirk

Timely post Scott,

With a grand buffet of media channels from which to feast, brands can get a little overwhelmed by determining which one they should use to optimize their marketing solution. I think that brands that run different campaigns simultaneously run that risk of jeopardizing what the brand stands for in the customer's mind, whoever that may be. Do they expect the brand to only notice the ads targeted at them?

The challenge then is determining how each (or any) of these channels is best suited to to tell the brand's story in a unique and compelling way. How does each channel serve to enrich the overarching brand story? Codify that model and that's brand alchemy right there.

Cheers,
CQ

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