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The Encore: creating our human moment
In Concert with the Customer
and Sustainability
Sponsored by
Today’s customers and businesses demand more from brands – but that is bigger than purpose or sustainability. It’s about contribution not consumption; seeking products and services that make life easier, adding value, giving back to society, looking after employees and the planet, all the while ensuring the end customer gains pleasure from buying. Delivering sustained customer relevance is the key to unlocking demand and growth – but that goes bigger than marketing. In the decade of deconstruction, how can brands create their human moment?
Setting the stage for customer relevance is like a concert – the hard graft that happens backstage is just as important as the front stage experience a customer has with your brand. As the orchestrator of business growth, the opportunity for CMOs is to ensure that the front and backstage are working in perfect harmony with each other to deliver relevance and growth. But emerging customer trends are happening – impacting the stages on which marketing must perform.