How to market brands in a people economy
Tim Stock scenarioDNA Marie Lena Tupot scenarioDNA
Brand Marketers are in the midst of a fundamental shift in human behaviour and consumption.Getting increasingly more elusiveand enabled by networked personal technology, consumers are moving frommass market to multiplying custommarkets. Today's emerging demographic segments and affinities devalue traditionalconsumer market boxes.
Take, for example, the ubiquitousmetrosexual man or the enigmaticNASCAR dad. There is an unmistakablecall to embed a brand within the fabric oftheir culture...