Digital technology has changed the basic principles of brand building. Today, because of the magnifying effects of digital technology, brand custodians can see much more clearly what consumers are thinking, experiencing and what they are actually doing relative to the buying process. This fly —on-the wall perspective gives them the ability to develop insights that are more compelling and that can yield far more effective solutions.
The internet and all things digital have amplified what the consumers are saying and doing about the things that irk them and the things that make them happy, relative to life, to brands and everything that matter. As brand managers, we have unimpeded access to customers thought process- whether they are posted on the blog, on corporate sites, social media walls, or on the search engines, everything is out there under one big magnifying glass.