FOCUS: 2000 Previews - New attitudes among consumers are driving the brand revolution

<p>Technology is driving change in how we operate, as well as how we </p><p>analyse customer experiences and how we target today's and future </p><p>communications, particularly in the new areas of ecommerce and digital </p><p>media </p><p><BR><BR> </p><p>The brand marketing environment is undergoing one of the most radical </p><p>evolutions in history. </p><p><BR><BR> </p><p>The most significant factors bringing this about are new technology and </p><p>new attitudes among many consumers willing to enter an online </p><p>relationship with brands and their manufacturers, in both the pre- and </p><p>post-buying phases. </p><p><BR><BR> </p><p>In this new environment, brand management unquestionably requires new </p><p>solutions. </p><p><BR><BR> </p><p>For too long, discussion in our industry has centred around whether it </p><p>should be mass communications versus direct communica-tion, or </p><p>'above-the-line' versus 'below-the-line'. </p><p><BR><BR> </p><p>While this discussion has droned on and on, the market has changed. For </p><p>many, the train has left the station. </p><p><BR><BR> </p><p>The challenge really is the management of the brand promise and </p><p>experience across all touchpoints, as well as all channels </p><p>holistically. </p><p><BR><BR> </p><p>The brand exists in the consumers' heads and hearts and managing this </p><p>experiential relationship with a combination of communications </p><p>approaches will become the key challenge. </p><p><BR><BR> </p><p>We have around us a rapidly changing business environment. </p><p><BR><BR> </p><p>Technology is driving change in how we operate, as well as how we </p><p>analyse customer experiences and how we target today's and future </p><p>communications, particularly in the new areas of ecommerce and digital </p><p>media. </p><p><BR><BR> </p><p>Technology is taking centrestage and those unprepared for the change </p><p>will fall even further behind. </p><p><BR><BR> </p><p>Sometime ago, someone said, "No one likes change except bus </p><p>drivers". </p><p><BR><BR> </p><p>Then, someone more enlightened, said, "Companies will have to eat change </p><p>for breakfast". </p><p><BR><BR> </p><p>This latter point fits the environment for business these days. However, </p><p>there is an awkward twist to the advent of this new technology and it is </p><p>a major issue for the brand communications industry, particularly in </p><p>Asia. </p><p><BR><BR> </p><p>Only the best and the brightest will act as a conduit for change for the </p><p>agencies. </p><p><BR><BR> </p><p>These are the people who develop and drive this massive change in </p><p>delivery, but keeping and retaining them will be a big challenge, </p><p>particularly in the electronic age. </p><p><BR><BR> </p><p>In so many cases these days, we see the best people leaving to start </p><p>their own businesses. Companies must be determined to keep these people, </p><p>recognise and promote them, so their entrepreneurial skills and </p><p>ambitions are fulfilled. </p><p><BR><BR> </p><p>This problem is so acute that business will be forced to adopt new </p><p>models to retain the best. </p><p><BR><BR> </p><p>It's also clear that the instance of people becoming organisations in </p><p>the future will accelerate. </p><p><BR><BR> </p><p>Smart entrepreneurial people leaving corporations to 'go it alone' with </p><p>an idea or business model will become the norm. </p><p><BR><BR> </p><p>However, their existence can be as quickly threatened as change and the </p><p>next wave of start-ups overtake them. </p><p><BR><BR> </p><p>It is a challenging environment, to say the least. We at WCJ look </p><p>forward to these challenges and opportunities in 2000. </p><p><BR><BR> </p>