‘Brands are needing to appeal to the emotional side of consumer behaviour’

Branding, marketing and communications consultant Lee Rafkin shares his perspectives on OOH and brand communications in the emerging business situation in conversation with Rajiv Raghunath

Branding, marketing and communications consultant Lee Rafkin believes the current business environment that is significantly impacted by the Covid-19 crisis will have an indelible impression on brand communications across the spectrum. Lee sees new avenues opening up for OOH, especially in the DOOH space. There is also great scope for OOH to work in tandem with the rapidly growing digital media, he reckons, while also highlighting the OOH medium’s critical role in social and public communications. Lee throws light on all these aspects in an interview with Rajiv Raghunath that is featured as part of the OOH! SURE web series hosted on Media4Growth.