When you change the way you look at things, the things you look at change.

Take, for instance, the dilemma of today's smarter brand marketer. The prior notions about a brand being the connector of ideas from the mass marketer to the consuming masses didn't include today's scenario of an interconnected marketplace; and our aspirations couldn't see past ideas like progress equaling mass production, mass consumption of seemingly unlimited resources, and mass marketing.

In today's connection economy, the Internet, TiVo and instant messaging have likely nailed the coffin shut on the idea of a “mass-market” where consuming masses supposedly respond like Pavlov's dog to positioned brand propositions from the mass media.

The other side of it is, of course, how brands are built and capitalized upon. Human nature is a constant everyone can rely on—and the more we understand how the mind works, the more we think we have control over our market. Right?

Perhaps that's somewhat true for the time being, but isn't someone's mindset a result of concurrent circumstances? How does the marketer control that?


So here's the dilemma:

Just because we're at a point of recognizing the irrelevance of thinking like mass marketers, and focusing more on the human aspects of brand development, how do we still get past the hurdle of time and place relevance in a dynamic interconnected marketplace?

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Ray Podder is an entrepreneur, brand strategist and designer based out of Los Angeles, California. Contact him via the GROW blog.