As media fragmentation drives consumers online, brands require a new breed of marketing leader, say Jonathan Turner and Lindsay Leslie-Miller in Marketing magazine.
How to get ahead in marketing: Time for a story
As media fragmentation drives consumers online, brands require a new breed of marketing leader, say Jonathan Turner and Lindsay Leslie-Miller in Marketing magazine.
They insist that modern marketers must tackle structural changes in customer empowerment, branding and accountability, yet the most fundamental change affecting the industry has been the splintering of traditional communication channels between brands and individuals. After all, it is no use talking if no one is listening any more.
We’ve witnessed an increase in the breadth of content across traditional communications by the BBC, BSkyB, Clear Channel and Trinity Mirror. We’ve also seen a structural transformation occurr via user generated networks such as Facebook.
Yet the fundamental challenge of branding has not changed. Brands just need to assemble a coherent ’story’ from a broader set of tools and channels.
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