Cathryn Sleight urges marketers to “light more fires”

Source: Marketing Week | Author: Joe Fernandez | Published: 29 June 2010 13:20

“Taking chances and lighting small fires using digital media can  really help add extra value to brands in the long run, without the fire  having to catch and go wild. Done correctly, it has the ability to  increase brand affinity and engage audiences wherever they are. These  advances are making the digital space much more exciting,” she said.

We agree about lighting small fires – the concept and the language used to describe it – but it isn’t just about the digital space…