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What is Changing in Marketing and How Does a Brand Succeed?


Editor’s Note: Fresh Squeezed Ideas created a video series, The Future of Marketing and How to Win, to not only share ideas on where the future of marketing is headed, but to also provoke some new ways of thinking about brand strategy and marketing.

By Fresh Squeezed Ideas 

In this video series, The Future of Marketing and How to Win, Fresh Squeezed Ideas shares ideas on where marketing is headed and provokes new ways of thinking about brand strategy and marketing. In the first video, we answer the question, “What is happening in marketing and how does a brand succeed?”


The failures in marketing can be quite instructive sometimes. The Sony Xperia Z5 camera was launched with wonderful creative people in a swimming pool, the camera underwater taking pictures of swimmers. Recently, Sony made the announcement, “Please do not try this at home” because in fact the camera was not tested under those conditions in the lab. It seems that in marketing’s exuberance to find a unique selling proposition that would gain market share, they kind of forgot about the truth.

What this example says is that there is no one back at the shop that understands what the customer believes, values, and needs. It says that their purpose as an organization is more about market share and financial performance, than it is about serving their customer. Well, the good news is there’s a lot of evidence that there’s an appetite for change in marketing.  From Naomi Klein’s New Logo, all the way up to Scott Stratton’s Unmarketing, and the wide array of documentaries that are on Netflix questioning what consumers are being sold and told.  Why would someone sit around on a Saturday night with their family and watch a documentary about stresses and tensions, and anxieties, and risks in the food system?  Well, clearly, they’re anxious.  They have questions, and they’re looking for answers, and it is these tensions that is driving the success of organizations like Chipotle, and Whole Foods, who are offering to resolve the tensions that people have around the quality of food in America.

The breakout idea is brand purpose, and to quote Richard Branson, who knows a thing or two about marketing and business, “The brands that will succeed are those that have a purpose beyond profit.”

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