'Shift from company-branded products to customer-branded solutions'

I was going through an article on Harvard Business review and this statement reminded me of what sir Ahmad shuja said in his guest speaker session. He said that the things that were present 2 years ago, when he delivered his first lecture to the Batch of 2010, those things were non-existing now.

Similarly, Marketing research done today is not as useful tomorrow.

http://hbr.org/product/a-plan-to-invent-the-marketing-we-need-today/an/SMR283-PDF-ENG?Ntt=marketing+research