Marketing professionals have mixed opinions on the state of branding today: 58% of those surveyed say "we're in a time of revolutionary change when it comes to how powerful brands are created," whereas 42% express the opposite viewpoint, saying "the fundamentals haven't changed at all," according to a report by the Branding Forward Project.

Brand marketers are even more divided about the importance of consumer-generated content: 51% say such content is more relevant and effective than agency-generated ideas, whereas 49% question its superiority over agency content.


However, nearly all (73%) brand marketers agree the days of strong brands being characterized by consistency above all else were indeed over.

Below, additional findings from a survey from the Branding Forward Project, an ongoing collaboration between Mechanica and Fast Company focused on developments in marketing and brand management.

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.

Loading...