Can consumers own the brand?

Marie Lena Tupot and Tim Stock

Marie Lena Tupot and Tim Stock, scenarioDNA, argue that branding today is more than providing a set of associations leading to a distinct brand image.

Can Consumers Own the Brand?

Marie Lena Tupot ScenarioDNA's Research Department, New York

Tim Stock Young & Rubicam and K2 Digital

Exactly who is holding the reins on brands these days? Does it really matter? Or should branding be more about the way a campaign evolves, rather than from whom or where? With everyone talking about how much power the consumer wields, the advertising industry is in desperate need of embedded consumer insight.

Branding now requires a deeper process, yet the dilemma of unearthing consumer niches and their nuances calls for a major overhaul. It takes time to...

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