There are new forces at work
Three seismic events have collectively changed traditional marketing strategies, most notably media advertising to a point where an entirely new approach is required. The three forces include:
The Great Correction
What others call a recession is in fact a correction in the distribution of wealth caused by unserviceable global debt. We will for some time to come need to learn how to do more with less.
The Great Flood
For the first time in history there are more products and services than there are people to buy them. We are swamped for choice in almost every market category. We need to learn how to build brands of preference.
The Great Digital Engagement
As conventional mass media becomes more expensive and less effective audiences are unplugging from magazines, televisions and radios but reconnecting with the new and expanding digital world.
These are the new forces that are reshaping brands across the globe.