Living Brands: When brands come alive

Brand communication today can no longer be distinguished in its expression and behaviour from that of human interaction: Smart brands - so called Living Brands - are going to radically change the face of marketing in the near future.

The exponential growth of networked digital touch points and their connection with new, responsive technology has necessitated a fundamental rethinking of brand management.

In a special edition of the journal "absatzwirtschaft", published to coincide with dmexco, Peter Schmidt Group General Manager Lukas Cottrell discusses some of the challenges brands are going to face in the near future and how some of the performance principles of online advertisement targeting could be transferred to alternative media as a potential solution.

You can read the full article here (PDF, German version only).