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By Anslem Samuel | Published November 28, 2011 | Full size is 620 × 480 pixels

Cover Your Digital Bases While Don Cornelius ensured a legacy for Soul Train through the medium of television, he opted out of leaving a digital mark, which presented Gibbs with the challenge of introducing the brand across social media platforms. “Don was not a big believer in the Internet because he saw the platform and the openness of the Internet only serving to undermine his ability to monetize his content,” Gibbs reveals. “However, the traditional model was being complemented and changed due to consumer’s behavior as they are also watching programs via the web and mobile.” In order to successfully rebrand in today’s ever-changing digital landscape you must leave an electronic footprint. “You need to develop an integrated media plan to so that you are available to the consumer in the new way they are interacting with your brand,” he continues. “It has to be something that includes reaching the end consumer via traditional methods, digital platforms, social marketing and all the various touch points.”

Cover Your Digital Bases

While Don Cornelius ensured a legacy for Soul Train through the medium…

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