From my experience the biggest challenge is still to get brand managers to understand that the traditional campaign approach delivers less business today. They are loosing their future target audiences. They don't understand that youngsters or even all under 30's play a different game -- the TV + print combo is not working anymore.

Really important subject and great summary. It really takes some guts to truly differentiate from the leading brand. And not just at the brand level but also at the business strategy level. Quite often there's no difference, just a unique creative idea. And that's not enough in the long run.