How brands blossom in an increasingly complex world of choice

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty.

How brands blossom in an increasingly complex world of choice

Lisa Leckie Cheskin, United States


The days are long gone when a marketer could predictably project their brand's loyalty based on ad dollars spent or promotional activities launched. Traditional avenues for creating and building brand loyalty are rapidly dissolving, replaced by a myriad of complex, interrelated new mediums, networks and devices. As technology pervades and redesigns daily life, consumers are learning to demand more from brands than ever before. They expect higher levels of customization, greater degrees of personal attention and increasingly, more personally...

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