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The power and the voice of the consumer are all far more at the core than they would have been 30 years ago. Then, you didn’t really hear much from the consumer and you didn’t ask that much. If you don’t listen to your customer today you do so at your peril. They have far more power over the success and failure of brands.

You have to be consistent in your message because people can access your brand, very easily and very quickly, from wherever they were in the world. So, the visibility of your brand and your brand’s behaviour, brought about by the rise of the internet, is one of the biggest seminal moments in the marketing world.