Jazz, Gestalt, and the Year Ahead for Marketers

Marketers are getting their groove back. But if the year ahead heralds the “return of marketing,” it certainly won't be marketing as we know it.

Jazz, Gestalt, and the Year Ahead for Marketers

Josh GilbertWeber Shandwick

Marketers Are Getting their groove back. But if the year ahead heralds the “return of marketing,” it certainly won't be marketing as we know it.

For one thing, marketers must get in step with a “new brand” beat. It's a rhythm that has less to do with today's techno-pop, as one-size-fits-all as mass marketing was in its heyday, and has more in common with a far more innovative, individualistic, and original art form. That's right, Daddy-O: jazz.

When it comes to the art of the sell today, mass...

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