It rather surprises me that in this day and age that so many brands seem to be disconnected with their consumer. Companies are spending millions on data research without truly listening or understanding the results - they simply want the results to justify their most recent campaign, rather than learn from the results itself.

Today's consumer is growing increasingly savvy and knows what it wants and when it wants it. It also refuses to stand still - what was relevant yesterday is not necessarily relevant today; it's a ‘fast moving consumer' and not just a ‘fast moving consumer goods' World. The very idea of thinking you can set a three year strategy plan to target your consumer group strikes me as odd when they themselves don't know at what stage of their lives they will be in three years time.

The main requirement for consumers today is for brands to be in touch with them and to join them in their personal journey of discovery. Brands should evolve at the same pace as its consumers to ensure relevancy - just as Apple Mac has done through a series of innovative product launches. Consumers have not grown tired of the brand; in fact they challenge Mac to stay ahead of them in their own voyage even if they don't always agree with the latest direction.

An effective way to communicate with your consumer and to keep the brand fresh is through a properly developed sponsorship platform. However, any sponsorship that is undertaken needs to be of absolute relevance to the consumer, rather than being made to satisfy the mindset of the rights holder. You don't have to target females by sponsoring Netball for example! With the growth of female viewership, Rugby may actually be the best fit if properly structured and activated through PR. This could provide the basis for a platform which truly works at every touch point, known as through the line in some quarters.

Let's just hope that consumer research is not simply stored away in a suitable closet - it's a valuable tool which if used correctly can bring brands alive

Steve Silk (Managing Director 63G)