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Let’s stop the craziness.

After sitting on the sidelines attending a variety of industry conferences over the past five years and listening to more than one pundit state emphatically that companies don’t create brands customers do, it’s time to call balderdash.

Times have changed but brand creation has not. If companies have relegated the creation, management and nourishing of brands to consumers I’d argue they’re just plain lazy.

Like water to a vessel, marketers must adapt to today’s many media platforms if they want to succeed. That is, in essence, what Marshall Self, Head of Media Solutions at Google Canada, told his audience at the November 5 annual .

Self highlighted how new technologies – smartphones in particular – have fostered a new generation of consumers, and a new audience by the same token. For him, the most pressing challenge for marketers in this new universe is finding the right target consumers and contributing to their quest for a better life.

Self says that brands don’t sell themselves to consumers anymore. On the contrary, it’s the consumers that do the selling by expressing their support in the many communication platforms they have access to. He suggests marketers maximize their ads’ efficiency by making them more accessible and user-friendly (through the use of Skip Ad buttons, for instance), then let consumers find them and take action as they deem appropriate.

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