What's the future for brand consulting?

This article discusses the future of brand consultancy, arguing that the current model is not fit for purpose; the new breed must place consumer insight at its heart.

What's the future for brand consulting?

Andrew Mulholland

The current model of brand consultancy is not fit for purpose; but a new breed is coming to the fore, placing consumer insight at its heart and reinvigorating the future of the industry.

Brand consultants are in the midst of a marketing crisis. In the social media age, where professional expertise rises and falls in 140 characters, you would be forgiven for believing the terms 'brand consultant' and 'charlatan' are almost interchangeable. Indeed, with commentators lining up to lament the signs of a 'rubbish' brand consultancy, it would not be a stretch...

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