The global recession has left a different and new landscape for brand owners and strategists and this requires a new mindset. In their book, Chaotics: The Business of Managing and Marketing in the Age of Turbulence, Philip Kotler and John Caslione highlight several shifts that need to take place in the minds of brand owners and strategists. Some of them are:
-- From selling to everyone to trying to be the best firm serving well-defined target markets.
-- From organizing by products to organizing by customer segments.
-- From emphasizing tangible assets to emphasizing intangible marketing assets such as customer equity and channel loyalty.
-- From building brands through advertising to building brands through integrated marketing communications and performance that satisfies.
-- From making profit on every sales to building long-term customer value.
-- From being local to being “glocal” (both global and local).
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