Trustmarketing: The Brand Relationship Marketing Mandate for the 90's

Larry Light
The Coalition for Brand Equity

Yesterday's ideas will yield yesterday's results.

A lot of people seem to believe that our current marketing problems are temporary. They say our problems are just the unfortunate result of economic circumstance. An economist commented, “The uncertainty of the economy is keeping potential buyers out of the stores.”

Here is my economic forecast – The economy will turn around – one day. When the economy does turn around and brand profitability does not return to the previous high levels – then what excuse do so-called brand marketers plan to use?

BEWARE OF THE PHRASE “BACK TO BASICS.”

To many, the implication of a dynamic, turbulent, sometimes bewildering marketing world is that we should go back to doing business the way we did when times were good. The result? Times will be good again. This is not back-to-basic thinking; it is backward thinking.