How brands blossom in an increasingly complex world of choice

Date of publication: February 8, 2006

Catalogue: Brandmatters 2006

Author: Lisa Leckie

Abstract:

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty. The author asserts that the very tools and technologies contributing to brand loyalty erosion can be used to provide clearer, more novel insights that can be easily converted into essential brand building blocks. The paper supports its points with examples of how companies are using digital ethnography to manage and enhance today's complex consumer brand relationships.

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