[Posted by Reineke Reitsma]
I'd like to draw your attention to a recent post of my colleague Lisa Bradner at our Marketing Leadership Blog. Her new report, Adaptive Brand Marketing helps companies re-think their approach to brand management in a world where brand messages are no longer a one-way push, but in fact are shaped by consumers as they interact with and react to brands. Advertising Age has a lengthy write-up that focuses on one element of the report: what Adaptive Brand Marketing means for the future of the brand manager.
Why should CMR professionals care about the changing role of brand management and marketing? Because it will serious impact the way you work. Research needs to happen more quickly and Adaptive Brand Marketing makes market research integral to branding, rather than a support function. It will affect the methodologies we use, the way we ask questions, and the way we deliver results.