How Can Brands Meet the Challenges of a Changing America?


Before the year even began, marketers knew the values, ideas and messages that seemed on-target in 2016 were unlikely to measure up in 2017. As the industry grapples with a world that’s rapidly changing technologically, socially and politically, fickle consumers expect brands to keep evolving to meet their latest needs and interests.

So what’s a brand to do? Do you champion diversity? Sustainability? Do you also avoid controversy? How much time and resources do you devote to experimenting with new tools and platforms? And when do you decide your strategy needs a refresh?

Following popular Brand Summits in Chicago and Los Angeles last year, Ad Age is bringing together brand and agency leaders for its first Brand Summit in Detroit to better understand and surface the ways marketers are facing these challenges.

Before the year even began, marketers knew the values, ideas and messages that seemed on-target in 2016 were unlikely to measure up in 2017. As the industry grapples with a world that’s rapidly changing technologically, socially and politically, fickle consumers expect brands to keep evolving to meet their latest needs and interests.

So what’s a brand to do? Do you champion diversity? Sustainability? Do you also avoid controversy? How much time and resources do you devote to experimenting with new tools and platforms? And when do you decide your strategy needs a refresh?

Following popular Brand Summits in Chicago and Los Angeles last year, Ad Age is bringing together brand and agency leaders for its first Brand Summit in Detroit to better understand and surface the ways marketers are facing these challenges.

Continue reading at AdAge.com

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Source:: Advertising Age – Digital