A NEW AGE BRAND CONSULTANT
The drastically changed global marketplace demands of us a paradigm shift in thinking about research, distribution, marketing, advertising, promotion, and all the other steps in the selling process.
De-massification has transformed yesterday's monolithic consumer market into smaller and smaller fragments. Globalisation, entry of international brands, introduction of the malls and multiplexes, exploitation of computing technology, easy access to borrowing, use of the credit cards, entry of satellite and internet, mobile reaching the masses, rapid convergence of technology, and many more forces; have all dramatically changed the marketplace.
I call this new emerging market as the 'NEW AGE MARKET' where both the marketer and the customers have undergone a tremendous change in their buying/selling behaviors and patterns.
So, as this world gets polarized into its own specialized zones, there comes a need for an all-round holistic strategy. A strategy that gives a brand building solution for your entire brand rather than de-fragmenting its process.
Let's not forget advertising's core objective is to build strong brands that reflect value, goodwill and desirability. Building brands with long-term business objectives in mind can bring great amount of clarity in the way the brand will mature with its audience over its life. Today, the big question is whether traditional advertising and marketing methods are still relevant or is it time to go beyond.