The digital world is a new delivery system for a brand and it has turned branding upside down. A digital brand is most effective through relevance of the consumer need, efficiency of the consumer's time, and ultimately, comprehension of a consumer's response. A digital interface must display and offer the user what they want at the time they want it. Consumers require an immediate interaction stemming from a real need. This puts digital brands in an extremely vulnerable position. A digital brand must be active.
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