Time-tested comms strategies still work in a changing world

It's often said that during a recession what's old is new again.

It's often said that during a recession what's old is new again. That has been especially true in the marketing world over the past year, as companies have used familiar tactics to connect with consumers.

This is evident throughout this month's issue. The corporate analysis addresses how many companies have taken a "reset" approach to their corporate brand positioning, shying away from complicated messages and communicating such basics as identity and purpose. The marketing analysis examines how brand mascots have made a resurgence in campaigns over the past few months.

As we get ready to move into a new year and decade, it's important to build on these tried-and-true ideas so that they are relevant to a savvier audience and evolving marketing landscape.

Kevin Donnellan, our Newsmaker this month, is doing so in his role as CCO at the AARP. Though the mission of the AARP has remained the same, the organization has evolved its communications strategy to increasingly include digital tactics and utilize its various media platforms to convey its message. It has also expanded beyond its comfort zone, creating a campaign that for the first time reaches the 25- to 35-year-old demographic.

This issue's Diversity Survey brings attention to an issue that is certainly not new. Tactics such as university recruitment, mentor programs, and increased education about the industry, have had some success in the past, but now it's time to take it to the next level. This is an area where the combination of old and new tactics could make the most difference.

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