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Such was the discussion at the Chairman’s Reception on the eve of ad:tech in San Francisco. The moderator was Tina Sharkey, Chairman and Worldwide President of Babycenter.com. Her panelists included: Tom Bedecarre, CEO of AKQA Adam Bain, President of Fox Interactive Media Audience Network Carol Kruse, VP, Worldwide Interactive Marketing Coca-Cola Ira Rubenstein, EVP, Global Digital Media Group, Marvel Entertainment Here’s some of the insights about branding that came from the discussion: With larger purchases we know the need for online (e.g. mortgages). But what about small purchases? Is digital branding necessary? Does it bring value to the purchase cycle? Making that emotional connection allows the brand managers to make their art. Digital has a higher threshold of proof than other media. When you spend money on TV it’s not a leap of faith. That’s because people know TV. You say you want to spend $2 million on TV and they don’t blink. But when you say you want to spend $2 million on digital then you get pushback. Give me some facts that this “digital” thing is going to work? Digital has caught the American psyche (e.g. Oprah’s on Twitter). That’s why everyone wants to be on digital. Casual free to play gaming has taken off in the past year. First week for a Wolverine game Marvel had over 2 million game plays within a week. Don’t get too clever or caught up in the digital experience that you forget that you’re trying to make a connection with your audience. http://www.adtechblog.com/13276/