The co-evolving brand

John Owrid

Discusses the evolution towards `customer-centred' marketing and communication - the trend to continuous customer development and dialogue.

The co-evolving brand

Are highly discreet, inter-linked, continuous customer development and dialogue programmes the future of marketing?

John Owrid

By the time that the launch of Windows '95 had passed into marketing folklore, Bill Gates, Microsoft's CEO, reputedly said 'no more one-off, big time events'. The future of marketing, he implied, would be about continuous, focused initiatives. The pomp and ceremony of one-off multi-channel launch shows was to be replaced by highly discreet, inter-linked, continuous customer development and dialogue programmes. This is the marketing version of what Kevin Kelly (executive editor of Wired) in his book Out of Control called...

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