In this new world where change is the only constant, we have the perfect storm:
- Brand Management is changing with the threat of “me too” brands, the growth in private labels, company alignment behind billion dollar brands, and the retail trade becoming more powerful.
- Advertising is changing with the growth of new digital, social, and mobile touchpoints, with the resulting decay in some traditional media.
- Consumerism has changed with shoppers being more connected, knowledgeable, empowered, and demanding (“right now, right here”). It is the era of the “prosumer”.