Vision Report

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

October 9th, 2009
Lisa Bradner
With contributors:
Christine Overby , Jennifer Wise


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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