Individual Paper: Brand as behavior, understanding changing user behavior and market opportunity Description of Assignment Choose a recognizable global brand in a field you are interested in You are applying for the role of CMO for the brand and the CEO has asked you to present to their board a short paper of ~3-4000 words to get you the job exploring the following topics: · Who do you think our audience segments are and how well are we doing appealing to their needs and motivations? · How are our audience’s behaviours changing as a result of digital? · How as a brand do we need to change to appeal to our current audience and/or future audience(s)? · How might we build up more meaningful relationships with our audience(s) in order to protect from new market entrants or threats? · What impact will these recommendations have on our business and/or marketing activity? Please use market references, examples and citations to ratify your recommendations.
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