We No Longer Have the Marketing Playbook We Used to Know

A timeline from product-centered to purpose-focused

An iPad device with graphs coming out of it
The internet, tech and social media have changed the marketing landscape. Source: iStock

The playbook for brand building has undergone a metamorphosis. And to call it a playbook limits its true purpose of enabling brand custodians to evolve the brand to fit purposefully into the world of its consumers even as their values shift. Perhaps the word compass is more fitting.

Adweek opinion contributor Diksha Idnani is a marketing strategy consultant.