Heads-Up

This brief study challenges the view that consumers are completely in control, and marketers should relinquish hopes of directing them.

Heads-Up

For the past decade, marketing advantage has been all about relinquishing power and control to the consumer. Feeling smart and empowered, consumers have embraced many DIY challenges—from home improvements to filing their own taxes online. But with so many things one can control, yet limitations on what one can realistically do and know well, consumers sometimes need a little guidance in their diverse undertakings. This week's MONITOR Minute builds on our ongoing discussion of the benefits of Loopingand coaching to discuss how, in a riskier environment, new advantages can come from giving the consumer a heads-up, a...

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Bray Leino

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