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1.2.06

The reinvention of marketing: one simple idea 

Found via Joseph Jaffe’s blog, Bob Liodice of the ANA addressed the reinvention of marketing yesterday. In it, he acknowledges the power of in raising , and how elements such as are no longer as much of a given since have competitive information.
   I hold on to the old models of leading to equity, but Mr Liodice is right that needs to be heavily considered in modern . He suggests, at the top of his list, that need to be reinvented in the face of a ‘consumer-controlled, constantly changing marketing ’.
   I wouldn’t go so far as to say the environment changes so much that the model has to be reinvented, but a simple respect of the audience and its power will result in a healthier model, no matter what. Realizing that chief brand officers—a term I think was coined by Chris Macrae—are only stewards, rather than deciders, of a brand’s meaning is part of that, and creating models that respect and accommodate consumer views is the fundamental difference between Branding 1956 and Branding 2006.
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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