Conversations & Insights December 30, 2013

In a Digital World, Can Brands Survive Failures?



L2 Founder Scott Galloway believes that even though bad news travels faster in the digital age, brands are no more or less vulnerable than before. Galloway disagrees with the prevalent perception that brands are fragile; he says they are in fact difficult to kill. Dior continues to thrive despite former head designer John Galliano’s anti-Semitic remarks in 2011, and Martha Stewart towels still sell even though she was convicted of securities fraud. Galloway says the underlying equity of a brand can almost always be revived. A brand's position fluctuates at a faster pace in the digital age, but they are as strong and resilient as ever.

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