Now with the digital space getting crowded, one can get lost. The only way to stand out is to focus and go back to the old-fashioned in-depth consumer understanding. So the holy grail of branding - Who is your customer? What is your positioning in customer's mind? What is the kind of brand personality you want for your brand? - have to be applied in the digital world too. Hence the renewed focus on Target Customer, User Personas and Scenarios, Online Value Proposition.
What remains different between the new marketing and old is the need for user participation in building brands online. You can claim to have provided the most awesome value online, but if users don't comment, like or share, then they have not seen the value.
