The traditional view of branding is changing significantly due to the rise of new technologies. Online behavior is shifting; big data and new channels are making consumers more active in their relationships with brands.

Consumers are exposed to a huge amount of advertising messages every day, so they are looking for relevance based on their needs and interests. This is why brands should listen to their customers and not treat them like passive consumers of media communications.

monks have extended the traditional framework of branding, by combining classic and traditional communications with digital strategy and data research, turning them into an integrated communications plan.

After all, for consumers there is only one channel and not traditional vs digital.