We are no longer in control of our brands, says David Roman, Senior VP & Chief Marketing Officer, Lenovo, our customers are. They are the new masters of the brand universe and where we are now marketing to the 1st global consumer, Millennials.
To be relevant, marketers need to,
1. create a brand that people talk about;
2. create disruptive and sharable content;
3. align with interesting people – one brand on their own likely can’t create the experience(s) consumers now expect – and
4. focus on fewer, bigger and bolder activities.