Mohammed Iqbal With Chris Anderson’s "The Long Tail" as a jumping off point, Iqbal, a Senior Planning Director with Ogilivy & Mather Advertising, presents why the single-minded brand proposition is an anachronism and will fall out of favor in the future. His paper also details 8 ways marketers and advertising agencies can harness the power of the Long Tail of brand communication.

About the author:
Mohammed Iqbal works as Sr. Planning Director at Ogilvy & Mather Advertising, Bangalore (India) for a living. His life’s work, however, is a grand treatise tracing all of the known universe as an overlapping series of Darwinian symphonies.