![]() It sounds obvious, but such an approach requires a fundamental reboot of the traditional marketing monologue, which was dominant during the “story” era defined by TV commercials and characterized by military terms like target, bombard, campaign, collateral, and guerrilla. The currency of this reciprocal nature is “data” - flows of information between the brand and the user which aim not to exploit, but to strengthen their relationship and deliver mutual benefits to both parties. Its definition encompasses the interdependent, reciprocal nature of the modern relationship between brands and people. In a system, the brand and the consumer play equal roles in influencing the brand. In short, brands began evolving from stories to systems. ![]() Rather than the push of establishing symbolism and telling stories to consumers, brands have had to invite and pull consumers in to help craft their meaning. As a response to shifting consumer expectations, brands have had no choice but to hand over a certain amount of agency to consumers.
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