Harnessing 'people power': Can participation-led approaches impact beyond a brand's current fanbase?

Marketing is going through a 'tipping point' that is seeing a shift from the dominance of interruptive, self-contained communications towards the emergence of participative, interactive relationships as the dominant force in the brand communication landscape.

Harnessing 'people power': Can participation-led approaches impact beyond a brand's current fanbase?

Roger McKerrDavies+McKerr

Participation has been a buzz-word for a long time in the world of marketing and brand communications. It seems as though clients...