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.Read More
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.Read More
“It’s Cool When a Corporation Tweets Like a Teenager. It Makes Me Want to Buy the Corporation’s Products”Read More
A first extract from my new book, in which I look at why the relationship between companies and customers has changed fundamentally.Read More
What follows it the first extract from my upcoming book, The Future of Marketing: Lessons from 16 Major Brands on how Authenticity, Relevance and Transparency are forcing the evolution of marketing"Read More