March 6, 2010 Los Angeles, CA Dean Scheu of HSI Communications discusses branding and digital media.

Online, March 7, 2010 (Newswire.com) - From Apple's iPhone to Amazon's Kindle to online sites like YouTube, Facebook and Twitter, digital innovations are transforming the way consumers act and think, and how media and entertainment businesses operate.Although branding strategies have included certain aspects related to media technologies, the overarching principle of a brand's strategy has been related to its promise - the unifying concept. Ultimately, brand strategy is an external expression of a company's internal reality to deliver the promise over and over again.

"The real value of branding has been and will always be the consumer's perceived value and experience. Now, more than ever digital media gives marketers and brands better opportunities to deliver the brand promise." says Dean Scheu, President of HSI Communications.

Communications tools like TV, websites and Twitter can help new consumers learn about what the brand promises or remind current users why they like the brand. But brand trust is built through the experience. Brands and branding fundamentally revolve around what a brand promises, how well consumers/users think the brand delivers on that promise and how that makes them feel about the brand.

About Dean Scheu
Dean Scheu is considered to be one of the world's leading experts in interactive advertising. Scheu has been involved with include: The William Morris Company, 247 Media Group, Inc., Stan Lee Media, Sony Entertainment, Viacom, Universal, Disney,
MGM, Paramount, AOL-Time Warner, Fox, ABC, NBC, CBS, TheWB, all the major Advertising Agencies, the major Cable Networks, Cable MSO's, DirecTV, Echostar, Microsoft, Intel, Talent Agencies and various equipment & software manufactures.