From the editor: Live the experience
Colin Grimshaw
In the days when brand owners still retained absolute control over brands, the brand's values (defined by the brand owner) would be communicated to a passive, often receptive, Joe Public. This was achieved in a one-way broadcast fashion through a piece of advertising, a sales proposition. The dutiful Joe then went to a shop and ‘experienced’ the brand, by purchasing it and consuming it.
Then along came the internet, with its interactivity, its blogs, community forums, user-generated content and so forth, providing new ways for consumers to engage with a brand, to...