Until now I found all the new and brilliant ideas to be just fragments, colliding against a better knowing traditional business model… new ideas have been tested as satellites by the marketing department, but the business itself has continued with their business as usual. But now, there are voices shaping a new / next chapter of capitalism, where all these new ideas are merging together and shaping a completely different way of thinking about business.
Today there are three different core principles for running a business. Communication is a strategic tool for all of these models, but in completely different ways. What businesses need to do is accept that these different models exist, understand or decide which type of business they are, and then make sure to use the right type of communications portfolio to reach their goals.