Marketers Challenged to Respond to Changing Nature of Brand Building

Scot Davis

This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building.

Marketers Challenged to Respond to Changing Nature of Brand Building

Scott DavisProphet

Maintaining And Building a healthy brand that plays an integral role in driving business growth requires the organization to pull a far more complex range of levers than was the case even five years ago.

Once, a healthy marketing budget allowing for a combination of communications tactics, from advertising to direct mail to sponsorships or point of purchase displays, was sufficient to bolster the brand and convince customers their loyalty was well placed.

But a better informed and increasingly skeptical consumer, who is bombarded with messages through...

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