"we live in a world CMOs with a life expectancy of two years or less, and of brand managers who may last three years. Of advertisers/PR/communication agency reviews happening annually. Of a belief that media is in a constant transition and therefore brands need to be constantly re-evaluated. The discussion around fad terms like mobile, digital, big data, all emphasise the need for re-evaluation. while much of this may be hype and angst suddenly it seems the "long view" is really not so long."
for Research World i have just had published an article that puts the case that in both a short term world ( the 2 years a CMO has to make a difference ) and the longer term ( where the whole world is moving ) targeting and prioritising New Life Builders, my long time name for people between 60 and 100 year old.
you can find the article in the March/April edition of Research World by subscribing https://www.esomar.org/publications-store/research-world-magazine.php or let me know and I can provide a copy
As an ex-librarian Dave loves to leave references for further reading. Here are a selection of articles and posts you might find of interest.