Adaptive Brand Marketing

Posted: December 3rd, 2009 | Author: Daniel | Filed under: Brand | No Comments »

We’ve been preaching concepts of Adaptive Brand Marketing for years now. Forrester researcher Lisa Bradner has finally formalised this new way of thinking about brands in a report titled “Adaptive Brand Marketing — Rethinking Your Approach To Brands In The Digital Age”. It’s really highly recommended reading.

To quote the executive summary, “Today’s brand marketing organizations are ill equipped to handle the world of “always on” marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer and brand needs and maximize return on brand equity. Core elements include: embracing an expanded role for consumer intelligence, focusing on strategic brand platforms, and empowering a federated organization. Over the next five years, Adaptive Brand Marketing will shift the discussion from the classic four P’s — now table stakes rather than differentiators — to permission, proximity, perception, and participation.”

Check out the Forrester report here.

Also BBH Labs offer some of their thoughts on adaptive brand marketing here. Also worth a look.