The environment is right for a great age of magazines. This is a time for context not content, a golden age of the editor where brand and ideas play a more vital role in business success than ever before. Naysayers who prophesise the demise of the print media miss the point. In the Attention Economy, when all communication must strive to make an emotional connection with consumers, the narrowcast and intimate nature of the magazine will become more valuable than ever. The banking environment of the last thirty years has been obliterated.
Consumers now hold the power to drive change through the choices they make.
Banks must respond with a new attitude to the new consumers if they are not to be roadkill on the autobahn of change. They must be first to market with innovative ways for consumers to do truly significant things. They must move beyond the functional excellence that has become the industry standard. Marketing to the new consumer demands a new kind of organisation, a Peak Performing Organisation that has inspiration as a vital element of its brand. We live in a new economic age.