We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Brand Marketers Need To Adjust To Evolving Customer Expectations

October 17, 2013: 12:00 AM EST
Customer expectations are changing globally, presenting significant challenges for brand marketers whose organizations may not have not changed in 20 years, but will definitely need to change to grow in the next few years, according to a Marketing Week study. The study looked at marketers who felt they did worse than competitors (underperformers) and those that did better (overperformers). From their experiences, researchers devised five rules to guide marketers who want to position brands for growth through 2020. At the top of the list: decide the purpose of the brand. Overperformers are much more likely to know why their brand exists: 84 percent say they are proud of their brand’s purpose, compared to 72 percent of underperformers.
Jonathan Bacon, "A guide to brand survival", Marketing Week, October 17, 2013, © Centaur Communications Ltd
United Kingdom
Comment & Opinion
Companies, Organizations
Marketing & Advertising
Products & Brands
Developed by Yuri Ingultsov Software Lab.