Changing consumers: rethinking your strategy

Chris McDonald asks whether it is time to revolutionise the approach to marketing due to the rapid increase in the number of TV stations, magazines and growth in advertising expenditure.

Changing Consumers: Rethinking Your Strategy

Chris McDonaldBDH/TBWA

Change is emotive. As human beings, we like certainty. Our whole way of thinking is built around the need for fundamental truths concepts that explain the way things are be it Newton's law of gravity, Einstein's theory of relativity, or the whole idea of religion.

So it is not surprising that, when it comes to discussion about change, it is difficult to be truly objective. We tend to fall into two camps: those who feel comfortable with the way things were, and those who feel certain in their belief of...

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