Adaptive Marketing. From Brand Managers To Brand Advocates.
A few weeks ago we reported on the new Forrester report that asked marketers to reshape brand management by redesignating brand managers and calling them brand advocates. The debate rages on and now there are many interesting angles being added on to the whole thing. While we have not seen the report per-se, we are getting a drift of all that was said in the report. Marketing Week writes that many of the holy cows that stood for brand management need to be slaughtered, most notably words like ‘target’ as if the market is some sort of an enemy out there. Forrester suggests “brand advocates” be responsible for rapid adaptations of global brand platforms and programmes, with centralised global brand strategists ensuring local managers conform with a company’s brand equity and strategy. There is a pretty long analysis on the report on the BBH Labs too. Worth a read And for the final word we link you to Lisa Bradner, the Forrester analyst behind the report here.