How to create a 'participation brand': Insights from Mini and iris

This event report discusses participation branding, providing five key rules along with an example from Mini, the car brand, in the UK.

How to create a 'participation brand': Insights from Mini and iris

Matthew Carlton

The consumer experience of a brand is now high on the agenda, both for CMOs and CEOs. One way to build bridges between brand and consumers is to invite 'participation'.

That was a theme at a session at Advertising Week Europe, featuring Michelle Roberts, General Manager, Brand Communications at Mini, and Sam Noble Chief Strategy Officer at iris.

Noble framed the idea of participation brands as "stepping up to the challenge of the complexity, the over-choice and the surge in competition that marketers face today,...

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