For Marketing Leadership Professionals (Length: 18 pages)

Executive Summary (This is a document excerpt)

As consumers' ennui and desire for genuine connectedness drives them to seek out new communities, new channels, and new experiences, mass marketing effectiveness is fading. In this fragmented world, brand marketers are struggling to look for ways to create and sustain meaningful brands. Brands that connect with their target consumers must be more organic in nature: They must align more closely with their core consumer and be developed and nurtured by those consumers as well as by the companies that market them. Consumers have an unprecedented ability to broadcast their brand experiences. Companies that harness that ability and use it to create organic brands will find a way to market that keeps their brand equity and brand dignity firmly intact.