BRANDBREEDING

In marketing and advertising the term brand building is very often used. It's also clear to everybody what it means. In the context of online marketing it sounds very strange. Online marketing is more chaotic, more unpredictable than offline. The process runs more like a natural growth of an organic substance. As brand owners or brand consultants you have to be very humble: you cannot build, you must breed. Influence the external and internal circumstances in order to facilitate the auto-development of rich brands within the hearts and minds of consumers. Example: Amazon.com did a very good job of brandbreeding: they became a strong brand by using all kinds of digital tools to communicate their strengths and also to let their loyal customers do that.