Voice: Cutting Out Complexity

As media is transformed by technology, don't forget who brought us to the dance: brands

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Looking back at the last year and looking forward to the next, I’m reminded that many of the world’s biggest brands and companies, such as Anheuser-Busch, McDonald’s, General Motors and Coca-Cola, were created 50 to 100 years ago—before the Internet and the myriad opportunities that came with it.

Historically, the most effective way to create a lasting brand has been to get on the retail shelf first, dominate this coveted real estate, and then own the equivalently limited media shelf space with catchy taglines and jingles.

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