Poor George Samsa. As the protagonist in Kafka’s classic novel, we might think him unfortunate. In waking up to find he’d turned into a cockroach overnight it was he who had changed rather than the world around him.
Ironically the biggest crisis facing marketers today it is they who have not changed while the world around them undoubtedly has. The one they live in, work in and make profits in.
A Darwinian Mandate
The consumer, cultural and technological landscape has so dramatically been recast that it calls for a different approach that fits the times, not only to how to connect with people but in a companies’ primary goal of building profitable brand relationships.
To do so however requires a corollary shift in thinking. Existing ways of thinking and marketing have become outdated over night. Companies are scrambling to re-orient their practice. But it’s a time of unprecedented opportunity for those who are able to adapt quickly and seize the initiative.
We’ve heard that one of the things getting in the way of companies adapting the demands of the new era is in understanding what the existing ways of thinking and principles are replaced by. You can’t get rid of something unless the replacement is clear.
These dispatches aim to do just that. By showing what the new principles are for this gilded age (for it is lined with gold) we’ll shine a light on the way ahead.
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