With the evolution of marketing and its techniques, several famous brands are finding the need to alter its branding. Recently, MasterCard has done it, but now it is the turn of Clorox. The latter believes that in order to be relevant in today’s world, it has to reposition itself. For this, three major steps have been taken. The first of that involves the extensive use of business analytics for real time content, feedback and product testing. For digital marketing, Clorox has tied up with creative agencies such as FCB and Mc-Garry-Bowen to create content. The marketing structure has also been changed so that real time instant action can be taken. Clorox also believes that the core hallmark skills such as creative thinking and strategy development will remain the same. Yet, business will become more technology driven.

Source: http://www.forbes.com/sites/steveolenski/2016/07/18/why-a-major-brand-felt-the-need-to-change-its-marketing-department/#7aca29e25b8a