MANAGING in the

NEW WORLD

Business consulting provided by an online think-tank has identified marketing trends which ensure that brand images and valuations have altered. Marketing power has shifted away from the business to end customers. These customers in turn want products to provide some value. Brands are being associated with certain identities which they have forged. Also customers want a say in final purchasing decision. Individual buyers in turn influence the buying patterns of their friends and relatives, which in today’s cyber age is substantial. The behaviours create loyalties almost as strong as tribes which then battle for supremacy, though without the license to physically hurt. It is thus imperative for top brands to associate with the strongest of tribes. Eventually these groups may converge using technology. Branding must never be carried out on one channel alone, but must be distributed across platforms. Finally, brands must be flexible enough to target various segments and categories.

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