Posts Tagged ‘brand’

The New Brand Management Model

Friday, January 21st, 2011

Consumer marketing has changed in significant ways this decade due to the growth of social media and other communication channels. Here are some of the biggest shifts.

During the classic era of CPG marketing, focus was easy. Now, not so much.

Back then, marketing managers had a handful of clear priorities: business planning and execution to deliver results, product development, research & analysis, training newbies, and advertising (which primarily meant TV, sometimes supplemented with PR, magazines, radio, POS, billboards, and sales collateral). In the classic model, one functional group served as hub of the wheel, controlling and coordinating all internal and external activities related to the product or brand. It was all about one brand, one position, one message.

Today that model has been blown up by complexity. Read the rest of this entry »

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