Beyond Integration

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Here’s a thought: The branding game has changed so much that the concept of brand integration is no longer a useful way to approach branding, at least with regard to media selection. In today’s new-media landscape, brand integration is just a far too-simple, old-school concept.

It’s time to rethink things.

I’m not suggesting we abandon integration principles. I’m suggesting we replace the concept of brand integration with a more contemporary concept I call “brand holism.”

It’s true that the emergence of new media has provided more opportunities to deliver a brand message in new and interesting places.

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