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Has the role of brands changed?
Claims that technology has taken the helm, that marketing has outlived itself and that brands have lost their previous crucial role to corporate strategy can be heard all around. Technology providers say that brands have long since been a thing of the past. A number of companies are saying that marketing has been phased out in general, with its tasks having instead been taken over by new silos such as “social media marketing”, “influencer marketing” and other current buzzword constructions. Nevertheless, the brand continues to be crucial to the success of companies and their strategy, according to the majority of entrepreneurs and executives.