Newspapers Should be Wary of Link-Ups with Digital Brands

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By: Peter Preston | Guardian.co.uk

Engaging with your audience is a step forward, but pinning your survival on Facebook, Twitter or Google could be a big step back.

One maxim has obsessed the world of media and marketing for decades. Brands matter; branding matters. Does the FT or Daily Mail brand have power and resonance? Can it define in an instant the readers their paper delivers? When branding goes wrong – see the shrinking Express empire – nothing goes right. If the Sun brand grows tarnished, can it be polished anew?

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