From mythmaker to gardener: understanding the world of participatory brands
Anita Black, Mitra Martin and Keith NavratilHall & Partners, United States
Today, the old paradigm of the brand as a mythmaker is losing relevance as well as power to generate and sustain customer commitment. In its stead, brand marketers are turning to a host of schemes designed to get people to participate with their brands.
We noticed that brands seemed to be increasingly inviting consumers to co-create ads, help them to innovate or name new products, or vote online or via text messaging to...