PT - JOURNAL ARTICLE AU - Scott Davis TI - Marketers Challenged to Respond to Changing Nature of Brand Building AID - 10.1017/S002184990505021X DP - 2005 Jun 01 TA - Journal of Advertising Research PG - 198--200 VI - 45 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/45/2/198.short 4100 - http://www.journalofadvertisingresearch.com/content/45/2/198.full SO - J Advert Res2005 Jun 01; 45 AB - This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importance of nonmarketing touchpoints such as customer service departments and the actual in-store experience continues to increase, marketing is challenged to step beyond its traditional role to prove its value in generating business growth. Toward achieving this end, marketing must respond to three key challenges: the ability to maintain superiority, the need for achieving returns with fewer resources, and finding ways to manage the expanding complexity of today's customer touchpoints.