Thinklong: I believe the future of brands requires collective action to combat short-termism

The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.

Abstract

I believe the growing obsession with immediacy represents the biggest danger to brands' future.

Short-term pressures impact every aspect of business in the 21st century, but marketing – as a readily dispensable expenditure – invariably...