Editorial: Back to basics
Judie Lannon
One of the casualties of disruptive change is a respect for the things that remain constant. Opinion leaders, self-appointed leading-edge gurus, journalists and conferences all pile into the new story, leaving the old story trashed or politely dismissed. Television is over. No it isn't. The internet changes everything. No, it doesn't. One-to-one communication is the future of marketing. No it isn't. Technology brands are the new template for branding. No they aren't. True, the new story will modify the old one but rarely will it change it entirely. So it is with the internet...