Forrester is about to release a new report on “Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age,” in which it proposes replacing “brand managers” with “brand advocates.” Advertising Age provides a sneak peek at the ‘new 4 Ps of Marketing’ presented in the report: permission, proximity, perception, and participation. Other core elements include: “embracing an expanded role for consumer intelligence, focusing on strategic brand platforms, and empowering a federated organization."
There seem to be three (non-mutually exclusive) models for marketers tasked with building brand equity: marketing scarcity, marketing artificial scarcity, or marketing relevance.
I was interviewed about the internal branding process at frog design for a new book called "Connective Branding – Building Brand Equity in a Demanding World" (Wiley 2009; p. 319-320) that just came out. While I am not sure we ever really lived in world that was not "demanding," the concept of "Connective Branding" is a catchy new, well, brand of brand management that is worth checking out.
