The Elongating Tail of Brand Communication: An Approach to Brand-Building Incorporating Long Tail Economics by Iqbal Mohammed, Ogilvy & Mather Advertising, January 2007
You know when you get sent a link or article, and you're kind of interested, but you just don't have the time to digest it all? Usually, you skim read it, get the general idea, and then just move on?
When I received a link to this paper earlier this year, it stopped my day. I sat there and read it, word by word for 45 minutes. Wow - a really well articulated idea relevant to our changing world!
The main idea behind the article is that there is a real side effect from our increasing media diversity and multi-platform advertising. It is a fundamental shift to the way we should consider brand-building.
Based on Chris Anderson's Long Tail theory, the paper presents the case why the single-minded brand proposition is out of date and will fail in the future. A brand needs to be many things to it's audience. How can you use "long tail" thinking to build complex, layered and engaging brands through advertising?
Download the paper, it's available at SSRN:
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1007403#PaperDownload
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