Levi CMO Cohen Szulc is on to something here. We as advertisers need to stray away from starting every campaign with print ads. What is the need for print? I believe, along with Mr. Szulc that the digital channels are the best way to promote a brand or product.
Levi's "Go Forth" campaign showed tremendous progress in the digital age. The interactive programs that were created were a huge success.
Mr. Szulc sums it up best by saying "It is not about selling a product, it is about being coveted and creating a customer experience."
As I start on my new adventure as a creative brand manager student at the VCU Brandcenter, this is one idea that I will take to heart. The best ads and the best campaigns are those done through the digital medium using unique programs that allow the customer to interact with the brand.
We are trying to find the balance between Brand Loyalty and Brand Advocacy.
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