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1、SpOTLighToNSoCiAlMediAANdtheNewRuleSofBRANdiNgARTWORKAlexMacLean,Untitled,2010Spotlightphotograph,AtlanticCity,NewJerseyBrandinginTheDigitalAgeYou’reSpendingYourMoneyInAlltheWrongPlacesbyDavidC.Edelman62harvardBusinessReviewDecember2010hbr.orGDavidC.Edelman(david_
2、edelman@mckinsey.com)isacoleaderofMcKinsey&Company’sGlobalDigitalMarketingStrategypractice.December2010harvardbusinessreview63spotlightoNSocIAlMedIAANdtheNewRuleSoFBRANdINgtheinternethasupendedhowconsumersengagethenthefunnelmetaphorwithbrands.Itistransformingtheec
3、onomicsofmar-Foryears,marketersassumedthatconsumersstartedwithalargeketingandmakingobsoletemanyofthefunction’snumberofpotentialbrandsinmindandmethodicallywinnowedtraditionalstrategiesandstructures.Formarketers,theirchoicesuntilthey’ddecidedwhichonetobuy.Afterpurch
4、ase,theoldwayofdoingbusinessisunsustainable.theirrelationshipwiththebrandtypicallyfocusedontheuseoftheConsiderthis:Notlongago,acarbuyerwouldproductorserviceitself.methodicallyparedowntheavailablechoicesun-tilhearrivedattheonethatbestmethiscriteria.Adealerwouldreel
5、himinandmakethesale.ThemanyBrandsbuyer’srelationshipwithboththedealerandthemanufacturerwouldtypicallydissipateafterthepurchase.Buttoday,consumersarepromiscuousintheirbrandrelationships:TheyconnectwithfewerBrandsmyriadbrands—throughnewmediachannelsbe-yondthemanufac
6、turer’sandtheretailer’scontrolorevenknowledge—andevaluateashiftingarrayofthem,oftenexpandingthepoolbeforenarrowingit.finalchoiceAfterapurchasetheseconsumersmayremainag-gressivelyengaged,publiclypromotingorassailingTtheproductsthey’vebought,collaboratingintheBBuyuy
7、brands’development,andchallengingandshapingtheirmeaning.Consumersstillwantaclearbrandpromiseandofferingstheyvalue.Whathaschangediswhen—atwhattouchpoints—theyaremostopentoinfluence,nowtheconsumerdecisionjourneyandhowyoucaninteractwiththematthosepoints.Newresearchsh
8、owsthatratherthansystematicallynarrowingtheirInthepast,marketingstrategiesthatputthelion’schoices,consumersaddandsubtractbrandsfromagroupundershareofres
