Researcher Forrester is releasing a report suggesting a radical shift in company marketing infrastructure to respond to the digital revolution.  Reported by Ad Age, Forrester’s “Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age” suggests a key change in renaming and altering the role of the brand manager to become brand advocate .  It calls it a direct response to the changes brought on by digital media, enabling the brand role to be much more agile in creating media partnerships and consumer-centric in their approach.  Forrester also cites the ever growing importance of analytical data in market research, predicting that companies will seek marketers who are better trained in number crunching.

The report breaks down the shift into tactics for companies, exploring the change, looking at challenges, and even breaking down what skill sets to look for in this brave new marketer.  Read more at Ad Age {link no longer active}.