Consumers are going to continue to exert power and influence.
The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it.
When it comes to vitamins, “what you take” is of less importance than “what you absorb”.
The fundamentals of marketing are always going to be the same, but with the landscape changing at the speed of technology, what matters most now is how one activates the fundamentals.
Next year the best brands won’t be those with the best stories, or sort of made up fictional stories, but those that will give an accurate and real time picture of what they are doing in the interest of the consumer, at any given time. Most companies create complexity, especially even as the landscape itself is turning more complex.
They’ve arranged themselves in endless new vertical silos, by geography, product, or function that hamper them when it comes to working more closely and with the free flow of ideas.
Too many companies think in terms of digital marketing.
has a zero-tolerance policy against illegal pornography.