Listening to consumers is more important than talking at them, says Advertising Age. "The consumer is not a moron, she's the person defining your brand."
You can't hide the corporation behind the brand anymore, or even fully separate the two. Radical transparency now means bad corporate behavior will damage subsidiary brands, while good behavior also can help subsidiary brands.
Public relations now is a primary concern for every chief marketing officer and brand manager. If "marketing" and "PR" are not the same department, tear down the wall. Spend time deciding whether PR is underleveraged in your organization, says Advertising Age.
Cause marketing isn't about philanthropy, it's about "enlightened self-interest."
Social media is not a strategy in and of itself. Nothing will substitutute for good products.
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