MANAGING THE FUTURE
January 2017

I am guessing that most of you would agree that the marketplace continues to change at lightning speed. In fact, nearly every day someone identifies an impending event or action that could alter the course of marketing as we know it.

Category dynamics are continually changing; brand equities are being stretched to their limits; the roles of advertising and promotion are blurring; retailers are moving outside traditional boundaries. The point is, developing strategies to run a business or to market in this turbulent environment requires going beyond the conventional wisdom of traditional thinking. Today, even the most established brands, if not carefully monitored and supported, can fall prey to any number of new contenders.

So what does it take to be successful in today’s complex and competitive climate? In a sense, what it has always taken: a customer, a product and a strategy. Today however, a different perspective is needed. Companies will need to master a new set of skills and tactics if they hope to compete. Among them will be the ability to:

Acquire the most accurate information available – easier said than done…

Adopt new technologies early as a means of conquering markets – don’t just jump on the latest fad…

Identify who your customers are, not just where they are – you’d be surprised at how many businesses don’t really know who their customers are…
Manage the process, as well as your product/service!

It means going beyond conventional wisdom and considering the forces of change…not only as they operate today, but as they may affect the future. Only those companies that grasp change early enough to exploit it will prosper.

I welcome your thoughts.

Joe Bouch
CEO, 78Madison

78Madison is a full-service marketing communications firm (advertising agency) located in Orlando, Florida (Altamonte Springs).

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