There are two knee trembling phrases that cause dinosaur marketers to show the whites of their eyes: “Ceed control to consumers” and “Share control of your brand”
How does a brand DO this? Is it really such a scary prospect? It’s all about redefining the nature of the communication and the relationship between the brand and the consumer. Start thinking of your consumers as you would your best friend.
You don’t ceed control to your best mate- that relationship just isn’t about power or heirarchy. You want to be in your friend’s their life, you want them to shine and have adventures and share their stories and their time with you. You want to be there for them and make their life easier.
Great friends make life easier and more enjoyable, they understand and anticipate. Brands need to think-: how am I adding value to my friends today?
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