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Isaac Asimov on change

"It is change, continuing change, inevitable change, that is the dominant factor in society today. No sensible decision can be made any longer without taking into account not only the world as it is, but the world as it will be."

The Association of National Advertisers, a body representing 370 companies with 8,000 brands and a collective annual spend of over $100 billion (€83.13bn; £57.62bn) in marketing communications, asked members to select and prioritize their key issues from an extensive prompt list. Ranked in order of importance, these are the topics most exercising the minds of the nation's top marketers:

  1. Accountability;
  2. Aligning marketing organization with innovation;
  3. Building strong brands;
  4. Integrated marketing communications;
  5. Media fragmentation;
  6. Impact of technology on marketing;
  7. Growth of multicultural consumer segments;
  8. Attracting and retaining top talent;
  9. Consumer control over how they view advertising;
  10. Advertising creative that achieves business results;
  11. Globalization of marketing efforts.

Finally.

Posted March 31, 2006
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Comments

Well, other than looking out for their own skins and then raking the pockets of their clients not much is shown here.

Oh, yes there is, I believe they still want control over the consumer. the half wits that make up the buying public who can't make a decision on their own with own marketing and brand control.

Do they really take themselves serious over there? Do they really still think they can continue to control the customer with the same arrogance of the last 25 years?

No wonder marketing and branding are sinking in their rankings, no wonder consumers aren't taking them serious.

Change is here and it is all about the empowerment of the customer and if I'm not mistaken I believe they are in the drivers’ seat now, Power to the customer experience.

I believe shake Spear was a visionary in this case.

Posted by: Tim Whelan | April 03, 2006 at 10:50 AM

It's a great list, and it's dead-on. The question is, will it have an effect on anyone except... those of us who already get it?

Posted by: olivier blanchard | April 04, 2006 at 05:49 PM

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