To a great extent, the internal organisational evolution that marketing departments around the world are experiencing is intended to ensure that companies are able to quickly deliver relevant customer experiences and marketing campaigns. So it's not entirely surprising that 94% of marketers say that 'the pace of change' in marketing has increased.
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In days gone by, a brand was a shortcut to quality and a particular set of attributes for customers.
Not anymore. Brand management as we knew it is dead. The increasing power of the customer has killed it.
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I'm working on a book - on the future of marketing. It's my first book. Challenge number one is asking the right questions. So here are my first 13.
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