What brands need now

Judie Lannon

The way companies organise their marketing communications is based on theories and structures some forty years old.

What brands need now

Judie Lannon

The way companies organise their marketing communications is based on theories and structures some forty years old. If these are no longer relevant, what better ways can be found? The business and consumer environments have changed radically, and the chains of authority - personal, social and commercial - are quite different. Though the brand remains the linking factor, excessive hype, exaggerated claims, 'designer labels', and the substitution of 'added value' for real functional value, have given rise to a sense of fraudulence, while the proliferation of the media and the fragmentation of social groups...

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