The tidal wave of brand democratisation

Drew Neisser

Drew Neisser, president and CEO of Renegade Marketing Group, produces a six-point plan for marketing survival in an age when the consumer is most definitely in charge - spurred by the internet (search and blogs), new digital technologies, and reality TV.

The tidal wave of brand democratisation

Drew Neisser

Consumers around the world are taking charge, transforming their relationships with brands from ordinary buyer to reviewer, inventor, designer, ad creator, champion or critic and much, much more. The insightful folks at TrendWatching.com call this phenomenon Customer-Made and believe, like I do, that this is not a fad. If anything, brand democratisation is a global movement that will only get stronger as consumers thrive on their increased control. The challenge for marketers is to determine how to ride this wave without crashing into the...

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