Report: Brand advocates are the future

10/12/2009 | Advertising Age (tiered subscription model)

An upcoming report from Forrester called "Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age," concludes that the traditional brand manager is ill-suited for the two-way consumer-brand relationships that are emerging in today's increasingly connected marketing environment. The report recommends changes in how marketers budget for campaigns and the way in which they hire and interact with ad agencies.

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