A new marketing model for a new advertising reality

Growing consumer sophistication and the rise of own-label is putting ever more pressure on brand managers.

A new marketing model for a new advertising reality

Growing consumer sophistication and the rise of own-label is putting ever more pressure on brand managers. The author thinks it is time marketers changed their approach, placing less emphasis on the product and more on the brand's relationship with the consumer

John Dalla Costa
BRAND managers are struggling to serve the increased value of demands of consumers, while at the same time thwarting the inroads of ever-more astute retailers. Some business people are questioning the very viability of the brand, slashing investment in advertising, and selling on price. This of course...

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