In the next few paragraphs, I’m going going to share my personal reflection of how has change impact the way we do marketing with you.

Let’s frame our conversation in the following questions:

  • What does all of this means to our consumers?
  • How people are reacting to change?
  • Why should we re-write the marketing playbook?

In simple terms, what doesn’t challenge you, doesn’t change you!

How you embrace change conveys your core values, which will translate in your ability to build meaningful relationships with your audience.

The ability to change to the new demands of today’s marketing world without compromising your core values is one of the most important fundamentals that will determine the future of brands.

The next 5 years will be one of the most disruptive years in culture and business, bringing innovation to the forefront of everything you do for your company is a necessity.

For this reason, brands are flipping the script to survive the economic impact of this year. The solution is very simple!

We must learn from the past and leapfrog to the future! The need for change is best expressed by the definition of insanity from Albert Einstein.

“Insanity is doing the same thing over and over and expecting different results.”

Time for change is up! And, change must start with the people.

Consumers are skeptical about brands and their trust for brands is at an all time low. That’s why we have seen is a groundswell of human storytelling relatively to the traditional marketing campaigns.

People want to know what you stand for and what you can do for them, and society before they engage with your brand.

In a very recent past, a brand campaign would have a lead creative development time of six to twelve months and then you’d go drop the big advertise in a very high impact moment, and passively watch how consumers would react to your message.

More than ever before, a TV Ad today is the ignition point of a conversation with a consumer, not the end. The consumer journey is no longer linear nor symmetrical. Any touchpoint or content, may come in the beginning, in the middle of, or at the end a journey. There is not one size fits all marketing plan anymore!

Here are a few questions for you to consider when building your plan:

  • What is your most important objective?
  • How long does your journey really has to be?
  • Who are you really talking to?
  • What are the problems you will solve for your consumer?
  • How will your consumers’ lives have change afterwards?

Consumers want one thing today, the next day they tell you they want another, then something else. What’s hot now in three days it’s no longer relevant, right? Staying relevant at the speed of light is extremely hard and difficult, but is the new muscle we have to train.

With this constant change, brand loyalty is a thing of the past! This has pushed brands to one of the most important inflection points, making it one the greatest transformative moments in the marketing discipline.

The speed and the level of accessibility that technology has brought to our lives is unprecedented, at times to a point of becoming overwhelming to grasp, resulting in a disconnection from the youth.

With the desperate urge to reconnect with consumers, brand recently felt the need to be always on and pushing stuff down to consumers, leading to a negative ripple effect called “Content Shock”, a concept coined by Mark Schaefer, a renowned best-seller author and rebellious marketer.

“It’s when exponentially increasing volumes of content intersect our limited human capacity to consume it.”

In its simplest form, content shock is an overdose of content. With so much that’s happening in social media, brands are almost begging for consumers attention.

This desensitises their ability to feel the emotions of your message. Consumers will simply stop paying attention to you, cancelling you from their lives!

To avoid this to happen you must deliver relevant content with a clear point-of-view, but you’ve got to thinking differently. You can’t solve the same problems the same way you used to solve. If you do what you used to do, you’re going to get what you got.

You need to break old norms and rewrite the marketing playbook.

Embrace new ways of creating content, new formats and integrate new platforms to your marketing mix. I promise you, consumers do want to connect with you. We are living a fast and furious time, but mostly important!

Your message must be human, personal and authentic.

CMO at Saucony | Executive Board Member at Erwin Center For Brand Communications | Adjunct Professor at Clemson University.