October 9, 2009

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

by Lisa Bradner

with Christine Spivey Overby, Jennifer Wise

Executive Summary (This is a document excerpt)

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer and brand needs and maximize return on brand equity. Core elements include: embracing an expanded role for consumer intelligence, focusing on strategic brand platforms, and empowering a federated organization. Over the next five years, Adaptive Brand Marketing will shift the discussion from the classic four P's — now table stakes rather than differentiators — to permission, proximity, perception, and participation.

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