Don Schultz discusses the changes in advertising as consumers have become more active in marketing, and how the old "push" form of advertising needs to be reformed.

Most brands are the result of the manufacturing era, that is, the organization made a product, branded it and then sent it to market.  Marketers relied primarily on outbound or “push” communication in which they controlled all the communication elements, i.e., advertising, packaging, pricing, distribution and the like. Most current branding concepts have been derived from that background.    

Today, we live in an increasingly customer-controlled or “pull” marketplace where a service, rather than a goods-driven model is increasingly critical.  Therefore, the traditional approaches used to build and maintain “branded goods” are not as applicable and in many cases, simply don’t work. 

Don Schultz will contrast the two approaches and argue that in a “pull” marketplace, new branding concepts and approaches are needed.  He will focus on the four critical elements in branding and brand communication, describe a services-model of branding and argue for a reciprocal approach to brand building and maintenance.  He will suggest that current marketers are faced with two choices in branding:  (a) get better at what they do now or (b) do things differently, and, he’ll make suggestions for both.  Finally, he will present a new model of how brands and branding efforts can be measured and evaluated in the “pull” marketplace and how that approach can be tied to current outbound branding “push” measurement systems.

The new era of branding is here and it is substantially different from the traditional one used in the past.  Learn what you can and should do to build and maintain your brand in the “Push-Pull” marketplace. 

Don Schultz, President, Integra Agora; Professor Emeritus-in-Service, The Medill School, Northwestern University. Read full bio.

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