The name no longer occupies the first place

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Another important evolution in marketing: the shift from brand to multi-brand
Big brands that were available in many products are now a thing of the past. The strategy of multinationals is now to own several brands specializing in different products .

The Nestlé group is a good example. It has many brands covering different product families. This strategy also applies to the fashion sector, with brands such as Emporio Armani, which has also developed a line of informal clothing (jeans, etc.), another more accessible one, and even a line of sportswear.

Many experts used to architect database put the brand name before anything else. A few years ago, when a brand started to age or acquired a negative connotation, it was enough to change its name. Now, strategy comes before the name. You can change your brand, but it won't help you without a carefully defined marketing strategy.


The growing power of the consumer
As we have seen with inbound, it is now the customer who decides. Let’s not kid ourselves, this has always been the case. But before, companies had more influence over him. Nowadays, the consumer has more resources at his disposal , and he does not hesitate to use them.

Compulsive buyers have always existed, but overall, today's consumers know how to use the full potential of the Internet to make their choices.

Companies must absolutely integrate this data, because the satisfaction of current customers has an impact on future customers. This is the case, for example, when a potential buyer inquires about how your products are evaluated by customers. These evaluations will have a decisive impact on their purchase intentions.



To stay on top of the wave, it is therefore necessary to train yourself in order to be able to adapt to the most significant changes in the world of marketing. Stand out from the crowd and assert your difference!