In this Digital Age we all live in, I find it mind boggling that so many companies look at executing their marketing campaigns in such old fashioned ways using mass media without first focusing on the BIG IDEA!
To build your brand today, you must first start with the idea, the product and/or the service. What's it's story? What's its dramatic difference? How can you dramatically demonstrate its dramatic difference?
Branding today starts with the Big Idea not with the media.
Then, take a hard ROI focused look at each media channel to determine which will help you more profitably and effectively engage your audience the best.
Having said that, in today's world, I'm hard pressed to find a brand that can not benefit by marketing their brand digitally.