Robert Chin, the Vice President of marketing services at E&J Gallo, recently spoke the the eBev 2015 conference.
The brands that have one strategy that is effectively implemented across multiple touch points are the brands we love, reports Robert Chin. They include, but aren’t limited to, Coca-Cola, Amazon, Heineken, Harpoon, Apple, and Google.
These brands exhibit a great engagement strategy by including a unique and clearly articulated value proposition with well defined roles for both the brand and the consumer. Furthermore, they are very effective at illustrating their shared values with an active and compelling story that consumers can easily follow and engage with. These brands and others, have developed a Digital IQ.