Found via Joseph Jaffe’s blog, Bob Liodice of the ANA addressed the reinvention of marketing yesterday. In it, he acknowledges the power of technology in raising consumer awareness, and how brand equity elements such as loyalty are no longer as much of a given since audiences have competitive information.
   I hold on to the old models of vision leading to brand equity, but Mr Liodice is right that branding needs to be heavily considered in modern marketing. He suggests, at the top of his list, that marketing communications need to be reinvented in the face of a ‘consumer-controlled, constantly changing marketing environment’.
   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 marcom 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. Posted by Jack Yan, 09:57  permalink

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