Marketing is far different now than it was in 2005. The impact of creative disruption and the challenges of channel multiplication and of increased fragmentation of ad placements requires advertisers to rethink the way they build their brand assets and communication channels.
They should put a stronger focus on stories than on static covers, emphasize the values of the brand ahead of its logos and, finally, empower the people who carry the communication, rather than trying to control the outcome. If all these ingredients are available, the outcome will be consistent.
