We had the pleasure and honor of working with ABC to address that problem. We worked with them to develop a strategy to unify the ABC brand on-air. Digital media require new ways of doing business with people. The key elements that distinguish companies will be the content and service that form the customer experience. Price will be less important, oddly enough.
People value respect toward their time and lifestyle more than financial savings.
They're willing to pay the difference for superior service. Branding in the digital space requires a new type of thinking. It's difficult to extend a brand across media when the environment is constantly changing. I think the most difficult thing of all for an existing company to adapt a strategy in the digital branding space is infrastructure. There are many silos of different components of a company that don't talk to each other and have different agendas.