Blend your Marketing As all corners of the world are being turned upside down by the internet (“no rock unturned”), management and brand marketers are scrambling to adjust. The image that my friend, Thierry, gave me is that of a digital tsunami: Visible, forceful and unstoppable. Brand marketers are struggling to find the right mix [...]
“The Brand University”, an article published on the BrandChannel site.
The world of branding has undergone a very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt to several convergent paradigm shifts. To this end, brands might consider instituting a Brand University as a compelling way to accompany such a change.
This is the second of four posts on the topic of Transparency. This second post deals with the role of the Internet in the evolving importance of transparency. With the Internet providing the opportunity for all people to express their opinion more or less liberally, governments, associations and companies – and to some extent even individuals — that reign by fear, with tight-fisted control will struggle to justify or manage their subjects. Lack of transparency and incongruent positions will, over time, be shown up.
