Do you remember the four Ps of marketing? Product, Place, Price and Promotion were all important tenets of marketing at the time of their creation; but that’s just the thing—they were created half a century ago. Reaching as many people as possible makes sense in theory, but when you’re not connecting with any specific person, you lose out to the brands that prioritize meaningful customer connections.
Solomon examines how today’s postmodern revolution requires marketers to revisit the walls they’ve erected over many years—an effort he says is not an easy thing to do. When you get to the point of recharging your brand, remember that people don’t buy brands because of what they do, they buy them because of what they mean.