“Marketing professionals used to be the high-priest gatekeepers, but now we can all have a direct relationship with the Almighty Brand.”
This quote is from Grant McCracken, author, anthropologist and consultant, who describes this consumer involvement as a kind of branding Reformation, in the Free Advertising article appearing in the NY Times Magazine. ”The era of the brand that’s blandly constructed and hopes not to offend anyone – to be pleasant – that notion is really dead”, he goes on to say.
And why do consumers want to be a part of this co-creation. “Because they can,” McCracken says, “as both the technological tools and the knowledge of advertising grammer are now widely dispersed.”
Citing a number of brands that have sought out the participation of consumers, McCracken also exposes the downside of this strategy. When G.M. solicited input in online ad-making for its Chevy Tahoe, many people responded with anti-S.U.V. messages.
Still, I believe, a healthy conversation.
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Healthy conversations: how customers and health brands work together to achieve more [link to post]
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Twitter Comment
Healthy conversations – how customers and brands work together to achieve more [link to post]
– Posted using Chat Catcher
Twitter Comment
Healthy conversations: how customers and health brands work together to achieve more [link to post]
– Posted using Chat Catcher