Building brands

It used to be that a company's brand and identity were instruments, defined and managed by a select group of people from inside the company or its agency. With the advent of interactive communications and the shift toward consumer control of media, consumers now expect to take an active role in shaping the brands that they like - or loathe.

In the interactive world of online communities, social networking and user-created content, marketers face the challenge of maintaining brand ownership. This delicate exercise requires striking a balance between administering control and relinquishing it, effectively enlisting consumers to help build a brand instead of eroding it.

To accommodate this new dynamic, Nurun focuses on creating an interactive brand from the inside out. We employ a methodology developed specifically for interactive branding, which entails the painstaking exploration and evaluation of our client's business activities and objectives; elucidation of the relationships and interdependencies of the market/social/technological contexts with both consumers and our client's brand; rigorous analysis; development of hypotheses; critical and creative thinking.

At the conclusion of our process, we have a clear roadmap for developing strategically sound solutions that successfully integrate the new media landscape, evolving consumer behaviors and advances in digital technologies.