When it comes to digital activation, many marketers who are otherwise strategic and disciplined tend to resort to execution that is “strategy-light.”They defer to so-called best practices, industry norms and copycat tactics that may or may not make sense for the brands they’re intending to support. Lost in the shuffle of keeping up with the latest and greatest new digital platform is the critical role of brand strategy. Mitch demonstrates through numerous case studies how digital activation such as website development, content marketing, social media, and video marketing need to lead first and foremost with positioning strategy.

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