Marketers agree brands must relinquish control

Leading marketers have urged their peers to relinquish control of their brands, and recognise the impact that user generated content is having on brand reputations.

Will Harris
Will Harris

Speaking at the annual Marketing Forum held on board the Aurora, marketing directors emphasised that consumers are now in control of brands and the industry needs to wake up to this changing dynamic and act accordingly.

Will Harris (pictured), UK marketing director of Nokia, said: “Everything we used to believe in is all a blur now and the old skillsets of a marketer are, broadly speaking, irrelevant.”

Simon Carter, marketing director for Fujitsu UK’s government division added: “We must remember that brand owners no long have any control. We have to recognise this and it’s in our interest to guide our brands through this evolution. Online perceptions are built fast; you have to be one-step ahead as much as possible.”

The speakers also urged media owners and agencies to play a more active role in helping brands realise these changes, and help to convince boards of not just relying on the traditional methods of marketing.

“Savvy consumers are doing the job for us now and have an array of opportunities to do it. The old system of printing messages as a deference mechanism is dead. It’s all about reference and word of mouth now. We have encouraged consumers to demand more, and they are doing this. So it is our role, along with our partners to become as savvy as they are. Nokia uses a do, learn, do approach so we know what works and what doesn’t. I’d encourage others to look at using a similar ethos,” summed up Harris.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here