Mike Walsh, author of Futuretainment, discusses the importance of the consumer in business. Looking at the future of the concept of branding, the speaker explains that marketing is no longer as simple as it once was in the past.
As a company or a brand, one can no longer buy consumers’ attention and loyalty. The speaker recalls past advertisements and marketing strategies, explaining how modern complexities are making it more difficult to sell items to future consumers.
Walsh believes that if a company wants to succeed, the brand that matters most is the "brand of the consumer." In this approach, the speaker stresses the importance of considering other brands when growing one’s own. If other brands are affected by the success or failure of your brand, they are more likely to be invested in it.
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