Faheem Ahamed, Group Chief Marketing and Communications Officer, G42Let’s be honest, marketing has a definition problem. The industry that prides itself on shaping perceptions and narratives has failed to fix its own. For decades, marketing has borrowed from the language of warfare.
We ‘target’ audiences, ‘launch’ campaigns, ‘penetrate’ markets as if we are generals plotting strikes. This model that was born in an era of broadcast dominance is embarrassingly out of touch with how influence works today.
Audiences aren’t just passive ‘consumers’ anymore. They are the medium, the message, the critic, the curator and, increasingly, the competitor. They create, amplify, remix and even redefine brand narratives in ways no marketer can fully
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