Preface Move Over, P&G

High Tech Doesn't Percolate-It Explodes

Today, technology is impacting almost every industry. The role of innovation is increasing and product life cycles are shrinking. Massive amounts of information at our connected fingertips, combined with immense time compression, are forcing brand builders to look for new solutions. To thrive in this warp-speed world, companies need to adopt new ways to communicate and collaborate as they make decisions about their brands.

Technology Impacts Branding: The Changing Customer

Consumers are changing, shaped by social forces and the power of technology. They are more informed, more demanding, and more skeptical. They increasingly hold brand power! We examine lessons learned from the technology world on how to shape a brand in this consumer-centric world, and how the brand can be a powerful anchor in fast-changing environments.

The Six Myths of Branding

Explore the six myths of branding: ``A brand is built overrrrr a long time,'' ``Advertising is the major creator of a brand,'' ``The brand needs a manager,'' and more. Then look at the six branding truths of the warp-speed world---new principles that shatter the old myths.

The Marketing Environment of Technology-New Ways of Working

Are your product life cycles shortening? Are new kinds of alliances forming in your industry? Do your employees have access to the Internet? Then read about impediments to branding that these cause, and how to deal with them; the new skills you'll need in your workforce; and the changes in attitude and processes you'll need to adapt to the warp-speed world.

Advertising Agencies--Dinosaurs or New Genetic Creatures?

As the world of marketing and branding evolves, ad agencies must rethink many of their own processes and mindsets to be truly valuable to their clients. We'll look at ways to use technology to streamline advertising development and to help clients achieve faster time to market.

New Tools to Help Warp-Speed Brand Builders

Learn about TeamToolz™, a sophisticated web-centric application designed to help clients manage the workflow of multiple agencies and synchronize their activities to get to market faster.

The Brand Ecosystem™

We introduce the concept of the Brand Ecosystem, the increasingly complex set of interrelationships of all the stakeholders and brands involved in pulling together a product or service. These multiple constituencies complicate the brand definition. Find concrete actions to help you be more successful in defining your Brand Ecosystem and managing it for the benefit of your brand.

Warp-Speed Branding and the Internet: How It Relates to the New Marketing Reality