As information overload invades every part of the Filipino household the key question is how will messages come across to the receiver. In the digital age, hyperinformation pervades across so many channels. From TV screens, to mobile, to social media and even to outdoor. While all these technologies continue to adapt and take on some form of intuition as in the case of Google, the question is, how will our message be heard in the midst of so much noise? Which one is the most effective medium? As many disruptors appear in the horizon, the greater the confusion becomes.
For brand people and public relations practitioners I believe there are lessons in history which continue to be true in contemporary culture. This is why reading and learning from history remains as effective today for planners as it was for many strategists of the past. So if you want to be an effective brand person who can communicate your messages well, the lesson simply is to read. History is the key to the future, it doesn't matter what technologies are available, the crucial pivot point remains our ability to adapt and be agile.
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