May 23, 2016
In the past five years, the only constant in the marketing industry has been change. Advances in technology have significantly changed consumer behaviors and expectations, which in turn have upended many longstanding marketing tactics and business models. In order to keep up with the rapid pace of change, brands must go beyond updating their messaging; they must change the way they go to market, and often, the way their marketing function is organized. In this insight brief, the ANA shares stories of brand transformation from Taco Bell, Kraft, SAP and more.