My Rules do not change, although Change rules...

Adapting to Change was always unpleasant to many, but not to me. Change is everywhere nowadays -due to the recession- and it will probably continue to rule our professional and personal paths. Knowing this, there are few rules I have evolved with and which I will continue to respect and work along in the years to come ...though I believe they were always out there, for many years in the marketing communication industry (neglected by some communicators and Clients):

• Turmoil, distrust, media clutter, product parity impact negatively businesses
• Citizens, communities and consumers own huge power at their hands, finally
• Being 'BIG' (name / company / share / brand) will be no longer an advantage
• Companies need communication experts only for valuable ideas
• An Idea will always be THE solution to transform audience perceptual barriers
• Unique solutions might be rare, but simple Ideas are everywhere
• Communication services bring market and social progress, only if produced Ideas create benefits
• Accountability (results) is the No1 stake of our era; for businesses, brands and communications
• Only if communication experts work closely together with Clients results are created
• The 'moment of truth' is when the audience compares your message with real life
• Every communication function, from advertising to social media, works only with strategically positioned content
• Thousands of information channels, nowadays, easily prove who lies
• No media can takeover the communication scene; only trusted brand and corporate activity will!