The term “re-frame” has never been more appropriate than in marketing today.
It is apparent that a massive paradigm shift in the way marketers approach their marketing and communication plans is well underway (for those who haven’t previously embraced it). For years now, front-loaded plans where the bulk of thought and resources are spent influencing the consumer well before she sets foot in a store have been giving way to a more holistic approach where the integration and synergy of brand messaging across multiple consumer touch-points is not only important, but essential. But more recently, the key player in the game …
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