Branding essentials and the new environment
Seven big changes reconfirm some old truths
Judie Lannon
Building and maintaining brands once seemed the best way of doing things. The steady evolution of the marketing environment now makes it the only way of doing things. In the light of this imperative, the author reviews seven fundamental changes that have altered the way in which we do business, and shows how they may colour successful brand strategies. Key issues: the speed of technology, product line proliferation, increased marketing costs and retailer power, consumers' new values and behaviour, media fragmentation, and the application of...