From the editor: Live the experience

Colin Grimshaw

The internet ended the era when brand owners had total control over their brand communications. It meant consumers could engage with a brand, experience it in a form of their choosing and influence its perception by others.

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...

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