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Article: BRAND ADVOCATES: Brands' new model army.
- Article from:
- Marketing Week
- Article date:
- October 29, 2009
- Author:
CopyrightCOPYRIGHT 2009 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Forrester Research is calling for a complete overhaul of the marketing function, in which brand managers are ditched in favour of a new model of working involving 'brand advocates'. But can a reactive role creating 'on the fly' plans really work for businesses? By Maeve Hosea
There was a time when brands could demand consumer attention and retailer distribution simply by buying TV airtime. But these days, companies have to develop "relationships" with consumers through multiple media. So much so, that a controversial report from Forrester suggests that the current corporate marketing set-up is ill-equipped to cope.
The report, Adaptive Brand ...