From mythmaker to gardener: understanding the world of participatory brands

It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands.

From mythmaker to gardener: understanding the world of participatory brands

Anita Black, Mitra Martin and Keith NavratilHall & Partners, United States

INTRODUCTION

Today, the old paradigm of the brand as a mythmaker is losing relevance as well as power...

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