Transition Marketing

The world is in profound transition- political, economic, environmental, and social. Nothing is spared. No aspect of life can survive without course correction. No one knows the outcome ten years from now, no one can tell where the next Black Swan will land. From the great transition to a clean economy, to women and minorities sharing power, shifting away from male hierarchies, the splintering of society into value dominated identities will intensify until a new order emerges, possibly decades from now. In the intervening turmoil, brands and branded services will need to reaffirm their commitment to their core promise, and stay clear of politics while toeing literate guidelines.

Brands who find original and contemporary expressions of their essence will stay relevant. That is what marketing does. It holds a mirror to segments of the market and reflects ideal images, it seduces by flattering desires. Without minding the consequences, it fuels consumption without direction. In the great transition, that won’t do anymore. To maintain, or build trust with users, brands now need to exercise restraint. Marketing is not about increasing revenues anymore, but about focusing on the quality of revenues it attracts. And that requires intelligent course corrections. It requires creative marketing reflecting responsible corporate values.