Abstract: I believe the growing obsession with immediacy represents the biggest danger to the future of brands.
Short-term pressures impact every aspect of business in the 21st century, but marketing - as a readily dispensable expenditure - invariably suffers most.
Awareness of the problem has never been greater and yet the trend towards short-termism continues to accelerate.
Changing attitudes isn’t enough, we must first change behaviour.
Therefore, my solution is to create Thinklong, a Thinkbox-inspired consortium that aims to deliver long-term investment in order to create an environment in which brands can grow and marketing communications spend with them.