To Thrive in Today’s Marketing Landscape, Embrace Schizophrenia!

We are entering the third connected age, powered by deep connections among data, interconnected and Internet-connected objects, and engaging, immersive communication. Communication and media are undergoing radical transformations-- influenced by artificial intelligence, the Internet of Things, virtual and augmented reality, and voice-powered devices-- and as a result, the advertising landscape is transforming as well. Brands connect directly with consumers, built on rich, data-driven relationships. As the way brands are built changes, so must the skill sets and approaches needed for building and advertising brands. We outline a new model for success and discuss future challenges and opportunities for academics, students, and professionals, to thrive.