Having spent much of my career as a marketing professional in a marketing driven company, Hallmark Cards, and having spent many of those years in a division entitled Product Discovery & Development, I understand that the primary value of marketing is to discover unmet customer needs and to develop products, services and experiences to meet those needs.
Analytics have changed not just what marketers measure but how brands now appraise success.
So often it seems to me brand owners hope to bring about change rather than planning to bring about change.
My friend and colleague Erik du Plessis once observed to me that “survival of the fittest” was really a misnomer and that it should be “death of the least fit.”
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” ~ Charles Darwin
