Building a Brand in the Digital Age

If we take a step back and look at advertising during the print and TV golden age, we notice that companies used their advertising strategies in these mediums to not just sell products but to also build a brand. That still remains the case today, but it seems largely big established brands use these mediums to re-enforce thier brand as well as promote products. But as more advertising dollars shift to online, and in many ways advertising online is cheaper than offline mechanisms, it is fascinating to watch how brand upstarts are using new techniques in the digital age to build their brand and promote their products.