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The Elongating Tail of Brand Communication

Mohammed Iqbal

December 13, 2007

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.

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