Mary DeFeudis of WWT the effects of new technology on business branding

New technologies have allowed us to go beyond mass production and to mass customize brands. It's a fact that how a company is perceived is important toward business success. The world of marketing has evolved, and today the companies that supply marketing communications and brand strategy are very different.Today, brand strategy requires a fundamental knowledge of business operations, finances, employees and internal culture

Every brand should have both strategic and executional equities.  Strategic equities include brand benefits and reasons to believe, while executional equities are the distinctive executional assets the brand wants to own. Once defined, brands should work to build strategic and executional equities into distinctive assets that distinguish the brand from competition through repetition and variation.  Repetition is important because it makes your brand more familiar and, as cognitive fluency learning shows, more familiar equals easier.

To some small degree, with the pervasiveness of the Internet, all brands that are in cyberspace have the potential to become global brands, however being on the Internet does not guarantee top-of-mind awareness or distribution ease. A comprehensive, well-funded and well-executed global marketing plan is required for successful global brands.