The democratisation of brand management – how the marketing industry responds to the destructuring of society

03.2012

The democratisation of brand management – how the marketing industry responds to the destructuring of society
The destructuring of society is leading to a long-term decline in sales in Germany for the first time since the 1950s.  Only a new style of brand management, more focused on added value, can compensate for the relentless fall in volume and ensure that turnover continues to rise.  The secret of success is  "the democratisation of brand management" – the theme of the 2012 GfK and Serviceplan Group Roadshow. Marketing managers do not always fully recognise the changes in socioeconomic factors and how they affect sales. Nearly 50 per cent of them see no reason for there to be any consequences.  But how can the fall in volume be compensated for? What should a new, value-based style of brand management look like? The facts about the destructuring of society, and recommendations about what can be done about it in practice, will be presented at the 2012 Roadshow in Munich, Berlin, Hamburg, Frankfurt, Cologne, Vienna and Zurich.