Denmark Launches a Digital Brand Extension

Today in advertising we all struggle with the digital 2.0, 3.0 side of the business. There are a lot of questions to be answered. How do I staff it? How do I bill for it? What does it look like? While the larger agencies pay attention to the change but have a model that is too big, awkward and profitable to change. Many small and mid sized agencies are addressing the issue head on. The question I always ask myself is what is this to our brand. If you have an existing communications firm, should web 2.0 marketing be a brand extension, line extension, category extension, or a flanker. The next few blogs will deal with each but I wrote this because Denmark has decided to make it a category extension.

Denmark a 22 year old agency announced that they have formed a new division that will focus exclusively on online marketing. Priscilla Jessup, CEO of Denmark, said "it's important for us to stress a focus in online marketing, rather than web development, because we do more than design singular websites. We create online marketing strategies that are integral to growing our clients business."

Denmark might just have it all right, but we need to pause and ask ourselves. If you have been in the marketing strategy business for the past 22 years developing a brand. Why do you need to extend your brand outside your category. Is this a new improved Crest or is this Crest mouthwash. Why do firms develop a separate division and house it along side their strategy machine. Does this just add to the confusion? That's the question we need to all address.