Brand enrichment: What's in it for me?
John CrowtherCreston Unlimited
Consumers are spoilt for choice, and for brands to cut through they must show how they can enrich people's lives. John Crowther of Creston Unlimited identifies eight drivers of brand enrichment.
If the idea of the consumer - a person passively consuming media, messages and brands - was ever true, then the sheer volume of choices available now must surely have put that to bed. Instead, whether consciously or unconsciously, the only way to navigate round the paradox of overwhelming choice is to aggressively edit the communications and brands...