Rethinking Brand Management in the Digital Age

David Cooperstein [Posted by David Cooperstein]

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Yesterday afternoon at our London-based Marketing Forum for EMEA, I was able to witness the first live performance by Lisa Bradner (@lisabradner), unveiling the story behind her latest report, "Adaptive Brand Marketing" which highlights how the brand management function of yore needs to change in the face of the growing complexities brought on by new communications channels to, and from, the consumer. These challenges are both digital and global challenges, as are the solutions.

Here are some highlights from Lisa's presentation:

1. Brand management roots are clear, as they originate in the 1930s when P&G adopted the idea from an internal memo. The approach, originally to support small brands in a "may the best brand win" approach, became more militaristic as the consumer became a target, not a person.

2. Everything is additive. Partners are expanding from the AOR to other agencies, other media companies, digital portals, etc. But additive is ultimately untenable. New channels, private label competiiton, or just pure crisis management challenge brand managers today. And growth opportunities outside of core markets into India and China further test brand management structures. .

The solution: add 4 more "P's" to the equation, that are the consumers' 4 "P's" -- permission, proximity, perception and participation. You'll have to talk with Lisa to get the detail here!

Two key roles will emerge to help companies become more adaptive. They are the field based brand advocate and HQ based brand strategist - one takes the input, the other makes commonalities work there way into the market.

Brand management is old world - need a mix using top shelf technologies and real customer intimacy Adapting to this new structure will be a long term change - in process, people and technolgoies. We look forward to working with you to meet the challenge head on.

Comments

re: Rethinking Brand Management in the Digital Age

I like the idea of consumers 4Ps as it places the focus on the consumer and that isn't a bad thing at all. What I would say though (and I wasn’t at the presentation so I don’t know for sure) is that it still feels a little directionless, without a strategic goal to aim for, and without it it’s all just aimless conversation. The digital strategy we employ starts with ‘Drivers’ that equate to your ‘Permission’ but the focus is on cause and effect, and what we do with that permission once we have attained it (ie: drive it somewhere, usually a website). I think if we are not going to spend a lot of time in conversations with customers that don’t actually go anywhere we need to hold onto the fundamentals of what marketing actually does and not simply get caught up in some kind of customer love in.Aaron SavageInteractive MIx Limitedhttp://www.interactive-mix.com