The new rules of the game

To actually reach the consumer, brands need to transform the way they communicate. They need to:

• plan their media to match real consumption and influence patterns rather than stick to channel and GRP (Gross Rating Point) addiction
• create messages and stories that consumers want to hear and tell their friends about (vs. irritate them)
• structurally evaluate the return on creative and media investments and allocate marketing funds where they generate most profit
• review agency and media compensation systems and budgeting orthodoxies if they have stopped making sense
• involve all parts of the company and value chain in creating positive word-of-mouth by delighting customers at every touchpoint
• boldly experiment with new media, gaming, retail, social media, mobile and any other emerging media.

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