Why and How the Marketing Fundamentals Will Change

Fundamentals of marketing are still relevant & useful; the brave new world is going to shake things up. Branding has 5 new activities driven by emerging internet based technologies and the role of Networks.

Mumbai, India (prHWY.com) January 16, 2013 - Fundamentals of marketing are still relevant & useful; the brave new world is going to shake things up.

Branding has 5 new activities driven by emerging internet based technologies and the role of Networks. Attempting to understand and influence these activities is the role of Integral Solutions Perspectives and each is a part and whole in its own right. The 5 areas are:

1) Brand Destiny- a shared understanding of the futures a Brand is travelling to

2) Brand Density- the depth to which a Brand understands its impact on differing, multi-layered and ever expanding consumer values

3) Brand Design- making intention real, purposeful, enjoyed and sustainable

4) Brand Desire- creating the mechanisms that fulfil needs, whether understood or not

5) Brand Delight- getting and staying noticed in an unending sea of noise & distrust

Managing the reputation of a brand is no longer a command and control process. The conversation is far more likely to be dialogue, and in many instances the company won't be involved in that conversation.

Networks

The predicted change is either coming or is already here. As with most change, the reasons for it will be obvious in retrospect. The catalysts for the move from traditional marketing will be twofold-

1. the dominant role of Networks and

2. the instant, mass, word of mouth communication via internet- based technologies.

As marketers have well known, word of mouth is the most powerful form of endorsement. The endorsement gains validity through history of interaction- either through personal knowledge or through imputed expertise (for example Greenpeace as arbiter of environmental standards).

Bhaumik Rathod
Mumbai, IND
Email: bhaumikrathhod@yahoo.com
Full Article Source: Marketing Fundamentals
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