Wow, 59% of Marketers Don't Believe in Being Relevant!

Being that my consultancy is all about relevancy of business and brands, I was kind of shocked to read an email from Interbrand that stated a recent study of theirs found that only 41% of brands think it's important to maintain relevance. As the graphic below from the Interbrand email also shows, only 37% of brands believe being responsive to customer needs and desires is important.




Interbrand Marketers 2011 Survey











What can these marketing leaders be thinking? Did they miss marketing 101 where we learn that "marketing" is all about responding to the needs and desires of consumers? Are they asleep during this consumer empowerment revolution that technology is enabling? Do they not get that if your brand is not relevant, that means you don't matter, which in no way translates to future sales?

In the end, the Interbrand study reinforces the lack of understanding many marketers still have towards the importance of building dialogues with stakeholders. I would love to hear your take on what to me is a shockingly low level of marketer understanding.