By shelleyrc90
Advertising is not just about promoting products. According to Jason Bloomberg, it is all about the “transformation of branding” (Bloomberg, 2015). Founded in 1887, the United Way is still doing what it was founded to do – help solve the toughest problems that communities face (unitedway.org). So a branding transformation would do some good. In Bloomberg’s article, he gives an 
example of GM’s transformation which was completely digitally led (Bloomberg, 2015). The United Way has been around for over 100 years, and, while they are still doing the same thing as they did back then, they are now reaching a younger generation. It will need to develop a stragegy that continues to bring the brand in front of the current generation. Unlike GM, it may not need a total transformation. UW has already developed more mobile-friendly digital components (i.e. mobile sites) and is beginning to expand and transform its brand. A total transformation may not be the answer, but that answer may be a walk up an incline toward a world that spreads awareness digitally.
Read the entire article at https://mcdigitalmarketing.wordpress.com/2015/10/23/online-advertising-or-the-lack-thereof/
