Why the action, desire, interest, awareness model needs to be replaced to reflect our modern marketing world

We frequently read about companies that are failing fast as a result of trying to create the most innovative brand campaigns. It is almost as if company leaders are seeking to fail for the sake of being disruptive. Personally, I don’t seek to fail but I understand it can be part of a healthy innovation process that enables success.

Since we live in a Millennial-inspired participation economy, old schemas are often less predictive of future success. As a result, those (successfully) disruptive brands are becoming the most loved and the most sought after among millennials.

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