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Issue 41 - 01 | The Elongating Tail of Brand Communication

By Mohammed Iqbal
Published Dec. 13, 2007 8:41 a.m.
With Chris Anderson’s "The Long Tail" as a jumping off point, Iqbal, a Senior Planning Director with Ogilivy & Mather Advertising, presents why the single-minded brand proposition is an anachronism and will fall out of favor in the future. His paper also details 8 ways marketers and advertising agencies can harness the power of the Long Tail of brand communication.

About Mohammed Iqbal | Mohammed Iqbal works as Sr. Planning Director at Ogilvy & Mather Advertising, Bangalore (India) for a living. His life’s work, however, is a grand treatise tracing all of the known universe as an overlapping series of Darwinian symphonies.

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