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Brands That Keep Up, Stay Up
By: Dwayne W. Waite Jr.
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We are nearing the end of our time at the DECA International Conference, an event where the top marketing students in high school in the nation — as well as in China, Spain, Korea, and Canada — compete on different advertising and marketing knowledge and scenarios. We had the pleasure of being in a meeting where DECA lets advisors know the changes that will be made in the upcoming years.

As we sat in that meeting and heard how DECA made sure to keep up with the current trends in business, we easily saw how brands should be doing the same thing. Let's face it; if DECA loses its relevancy, it would lose membership. A loss of membership equals a damaging result to its bottom line. Relevancy is business, folks. As brands fight for consumers and attention, it is crucial that they add relevancy to their strategic brand.

One can have a great product, but if it doesn't relate to the customer, or refuses to keep up with the times, they can expect a decreased following.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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