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	October 9, 2009 Adaptive Brand Marketing Rethinking Your Approach To Brands In The Digital Age by Lisa Bradner with Christine Spivey Overby, Jennifer Wise	Average: 9  (7 ratings)

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Executive Summary

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer and brand needs and maximize return on brand equity. Core elements include: embracing an expanded role for consumer intelligence, focusing on strategic brand platforms, and empowering a federated organization. Over the next five years, Adaptive Brand Marketing will shift the discussion from the classic four P's — now table stakes rather than differentiators — to permission, proximity, perception, and participation.

TABLE OF CONTENTS

• Modern Brand Management Fights A War Of Attrition
• Adaptive Brand Marketing: A New Deployment
• Putting Adaptive Brand Marketing Into Practice

WHAT IT MEANS

• Adaptive Brand Marketing Will Supersede Marketing's Classic Four P's
• Supplemental Material
• Related Research Documents

This is an excerpt

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