Magazine article Marketing

Editor's Comment: The Powers Behind the Brands

Magazine article Marketing

Editor's Comment: The Powers Behind the Brands

Article excerpt

Those of you lucky enough to have made it into Marketing's Power 100 this year have particular cause to celebrate. Not only are you among the elite few to have made it to the top at a time of unprecedented upheaval, you are also pioneers at a new frontier of communications.

Over the past 12 months, marketing has changed significantly. Recession, budget cuts and the lingering threat of redundancy have forced brand-owners of all sizes to place the role of marketing under the microscope.

This coupled with shifting consumer behaviour and the proliferation of digital channels such as social media and mobile apps mean marketers are faced with a wealth of new opportunities.

The overall game may remain the same, but the rules by which it is played are constantly evolving.

Against this backdrop, Marketing's Power 100 have thrived. Those prepared to innovate, drive creativity and roll with the punches prospered, while those who failed to take risks or were slow to adapt to cultural shifts have fallen by the wayside. …

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