Can you build a brand through a smartphone? The content feels utterly disposable and engagement minute at best. Perhaps this is why I see more and more “digital” brands buying traditional mediums?

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Yes, just probably not the brands you’re thing of. Can Nike revolutionize their brand with ig stories? Probably not. Can a tech brand you’ve never heard of get thousands of people to download their app, thereby building a user base that grows their brand? Yep!

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To further that, it's also how you're engaging with the audience. If you use the "traditional" media approach, one message blast it out to anyone and everyone hoping they're listening. Yeah, your attention / engagement is going to be low. It's the "being talked at" aspect, I believe.

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“My grandfather used to tell me about the collective cultural gasp that happened when a hammer flew through a screen, shattering some large guy he called “brother”. ... Well, let me tell you about how a 24-hr expiring post I once saw as a youngling changed our industry forever.”

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Very much yes. And there’s a ton of brands that already have.

Name a few?

The combination is always the answer. For me, digital can be a great way to get in touch with the consumers daily. However, normally you need traditional ways to build a brand. And when I say traditional, I mean good creative storytelling. Doesn’t matter the platform.

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