Here a excerpt from the Masters of Marketing conference in Phoenix last week, which is held annually by the New York-based Association of National Advertisers:
As for other brands facing necessary evolutions with hand-wringing, there are four pillars of advice:
1. Reinvent brand building to reflect the constantly changing environment
2. Look to integrated marketing communications and weave in new nontraditional channels
3. Leverage marketing measurement and accountability by creating a culture of accountability
4. Reinvent the marketing organization to be in precise alignment with the business' overarching goals.
To read more go to:
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=1003658337
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