From mythmaker to gardener: understanding the world of participatory brands

Anita Black, Mitra Martin and Keith Navratil

It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands.

From mythmaker to gardener: understanding the world of participatory brands

Anita Black, Mitra Martin and Keith NavratilHall & Partners, United States

INTRODUCTION

Today, the old paradigm of the brand as a mythmaker is losing relevance as well as power to generate and sustain customer commitment. In its stead, brand marketers are turning to a host of schemes designed to get people to participate with their brands.

We noticed that brands seemed to be increasingly inviting consumers to co-create ads, help them to innovate or name new products, or vote online or via text messaging to...

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