As local brands grapple with a slowing economy, their challenge is to become more relevant in a complex marketplace. According to a recently published white paper by brand strategy and strategic marketing consultant Yellowwood, marketers today have to deal with more sceptical consumers who have grown weary of both organisations and their brands. As a result they interact with brands from a position of deep distrust, while at the same time having greater expectations of big business. As local brands grapple with a slowing economy, their challenge is to become more relevant in a complex marketplace. According to a recently published white paper by brand strategy and strategic marketing consultant Yellowwood, marketers today have to deal with more sceptical consumers who have grown weary of both organisations and their brands. As a result they interact with brands from a position of deep distrust, while at the same time having greater expectations of big business.Titled “Social Innova...

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