In an era of new technologies and empowered consumers, managing brands is an increasingly complex undertaking.
We still lack regular large-scale forums where marketers, communication agencies, and sustainability experts can share ideas and debate the issues.
Sustainability may have become a mainstream concept but it’s not an easy fit within a brand strategy. From first identifying the issues that matter to finally taking a message to market, it’s a long distance for a brand to journey.
Consumers expect it; competitors are getting an advantage from it; brand loyalty may depend on it. These are just a few of the many reasons why sustainability needs a place on the marketer’s agenda.
A new paper that I co-authored with the Canadian Marketing Association and other industry leaders explains why sustainability is now an imperative for marketers.
When did managing a brand become so complicated? Marketers who want to stay competitive with their peers will need to master a set of skills well beyond those on yesterday’s job description.
Just a few short years ago, who would have thought a Twitter feed or Facebook page would play such a crucial role in communicating a brand’s value to society?