These, and more, are the words that we use to describe marketing. But they are old words for an old way of thinking about marketing. Why? Because marketing is changing to focus on the engagement with people. It’s focusing on the relationships.
Brands spend millions of dollars trying to make consumers fall in love with them, and according to C.W. Park, director of the Global Branding Center at USC’s Marshall School of Business, these attempts are usually miserable failures.
In the coming years, there will be a shift toward what is now known as contextual computing, defined in large part by Georgia Tech researchersAnind Dey and Gregory Abowd about a decade ago. Always-present computers, able to sense the objective and subjective aspects of a given situation, will augment our ability to perceive and act in the moment based on where we are, who we’re with, and our past experiences. These are our sixth, seventh, and eighth senses.
Self-righteous environmentalism and results-driven management have led to sustainability fatigue. Leaders need to admit we're at sea and try to refresh sustainability The last century has yielded many societal transformations.
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