Some great recent posts on the next evolution of branding, marketing, and digital:

Ben Malbon and Greg Andersen from BBH get the ball rolling on what it will take to implement Adaptive Brand Marketing.

We believe marketing communications are already being forced to become increasingly agile; particularly for more youth-oriented brands. In such a fast paced and dynamic media environment, relevance is increasingly determined in the moment. Recency matters. Audience and attention are fleeting. Fame spikes … even for the famous. For brands to achieve and maintain fame in this context, it’s our view that communications for certain types of brands must make a dramatic shift from highly polished epic launches to a continuous and diverse stream of messaging and content designed to ride hyper-current cultural trends, consumer attitudes and competitive maneuvering.

Tim Malbon from Made By Many writes about what your business needs in order to become a truly digital company.

...You need more than [an agile, adaptive, evolutionary approach] to deliver the kind of long-term living platforms and platform-campaigns – and value – that clients need and agencies must get better at creating. I’m starting to believe you need four things, the first two of which are well-known and increasingly often quoted: The right people, The right processes, The right culture, The right clients.

Helge Tennø shares his thoughts on breaking out of the campaign ROI mindset.

Earned media is becoming more and more important in the mechanics of the marketing eco-system. People don’t share stuff because they notice it, they share stuff because it’s valuable.

and

People will share their version of a brand’s story with other people, but they don’t care to listen to the brand’s own story.