Consumers are increasingly turning to brands without heritage or history. Why? For ‘heritage’ and ‘history’, read ‘tired’ and ‘tainted’ as brands are exposed for unsavoury business practice, avarice, tax avoidance and a host of other failings in consumers’ eyes.
Marketing has changed, fundamentally. Integrated approaches to marketing are where it’s at. Brands need to evolve their strategies to keep up. And are they? No, not as they should. Come on, get with the times!