If the shift from a "web of information" to a "web of relationships" isn't enough, the next major change in the Web has already arrived. A "web of places" it's been called, and it refers to the emergence of physical location as an important new dimension online.
Our favourite brands are like our best friends. And, while we certainly wouldn't want our best friends to change to the point where we could no longer relate to them, a little tweak here and there helps to keep the relationship fresh. That's why innovation is important - it keeps your brand moving.
CEO of Primedia Unlimited Ken Varejes asks some pertinent questions and provides some input into the frequently asked questions 'What happens when advertisers stop communicating their brands above the line?' 'Can new brands launch into a market without advertising?' 'What happens to established brands when they stop advertising?' and 'Why is it necessary to invest in advertising?'
Its funny how marketing terms and concepts seem to come in from nowhere and spread like wildfire, so to speak. Terms such as "customer-focused", "the digital revolution" and "return-on-investment centric" are just some examples. The term and concept currently floating through the corridors of many marketing departments and more importantly many organisations is that of "sustainability". In many cases I'm happy to report it's more than just floating down corridors, it's manifesting itself as part of strategy. In fact even the bean counters are starting to consider it as a factor in current and future methodology.
Is a successful product always a well-branded one? No, but good branding always adds value, says Richard Lendrum of Future Publishing as he and his team take on the task of building the brand of South Africa's most profitable, if not well known, hotel and conference destinations - the Birchwood Hotel and OR Tambo International Conference Centre.
While the changes we've experienced since the birth of our democracy have been significant and our performance nothing short of miraculous, our collective biggest challenge lies in the next six months leading up to the Confederation Cup which starts on 4 June 2009.