# Branding, marketing, and manufacturing 2.0
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## Article Content
From a variety of keynotes through the last few weeks, here's what we've got to deal with. The consumer of today is: time challenged attention starved jumpy & fast with product perceptions edgy and vocal when operational excellence is not provided or perceived influenced differently in terms of brand / product / service choice more vocal when they've been "wronged" faster in adopting new trends and ideas As a result of this, today's new product is: faster to market more collaborative in design solutions oriented, responding to the fast consumer rapidly redefined by the customer having to maintain a brand image that is energized and up-to-date Combine these two trends, and it means that todays' new branding and advertising must be: more transformational revived and rejuvenated on a more regular basis lifestyle oriented experimental shifting it's focus online changing faster in terms of message going premium and upscale, to avoid commoditization The key things to think about when dealing with these new realities is: focus on the opportunity that comes from such rapid change, not the threat don't panic at the pace focus on the value of your product or service collaborate with your partners (i.e. packaging companies, retailers, consumer goods companies) invest in experiential capital by trying out lots of new ideas understand that the pace of change is only going to increase transition your team to think differently -- innovate!

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Source: https://jimcarroll.com/2008/06/branding-marketing-and-manufacturing-20/