Writing for Forbes, Rebecca Brooks calls attention to the fact that, for brands, technology is driving the "age of convenience." She says, for example, "The desire for barrier-free shopping continues to rise," and that means in many cases, consumers don't even have to go into traditional stores anymore, because they can find just what they want online. What does that mean for brand packaging -- and the way consumers used to interact with brands on shelves?
Brooks believes the age of convenience requires marketers to think differently, making three big shifts away from traditional brand marketing approaches:
- "Dig into the context."
- "Focus on a recent event."
- "View everything from your category's unique landscape."
Brooks writes, "we must start to align our research with the real world and focus on connections with an increasingly elusive audience. Read more here: https://www.forbes.com/sites/forbesagencycouncil/2019/06/05/why-brand-building-must-change-in-the-age-of-convenience/#14cd28a51966
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