Posted by Dave Frankland on October 14, 2009
[Posted by Dave Frankland]
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If you haven't read Lisa Bradner's latest report, Adaptive Brand Marketing, I strongly encourage you to do so. It is focused on the changing world of brand management, but its implications and principles go way beyond. Lisa points out that organizations are ill equipped to handle the world of "always on" marketing in the digital age, and explains that, to remain relevant, marketing leaders will embrace Adaptive Brand Marketing. This is an approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity.