People Powered Brands: How Companies Can Inspire Consumer Action
Abstract
This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience. Building emotional connections used to be considered abstract and subjective, and was therefore dismissed by many in the industry, even until today, as being a 'nice to have' quality for a brand. But as the impact of traditional media weakens, and the value of earned media strengthens, marketers must evolve their perception of 'value' if they are to truly understand what matters...