AD Today

2017

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BUILDING A SOLID BRAND IN A DIGITAL WORLD 36 | AD Today 2017 | #ADSTRONG "When my grandfather established our business, he recognized that you're only as strong as your reputation — 30 years later our strategy remains the same, only now the entire world is watching through a digital lens," said Alana Parker, President/Owner of Rocket City Drywall & Supply, Inc. in Huntsville, AL. "We've seen companies gain success overnight because of a trending marketing campaign as well as entire businesses destroyed because of a bad review. The internet is much like the ocean — powerful, consuming, and ultimately out of our control, which requires us to be mindful of our strategies, authentic in our endeavors, and proactive in directing the narrative of our business." Like Parker, AD member and supplier partners agree that an online presence is essential for businesses today — from websites to eCommerce platforms and social media pages, a company's presence in these and other digital mediums is an expected part of the modern business equation. Following, members share insights on how branding has changed over the past decade and how they've responded to the digital revolution.

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