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_ Cool article from AdAge on consumers taking over brands control and its effects
To quote an important part of it: “At the last meeting of the Association of National Advertisers, the most important marketing confab of the year, the speakers at the podium kept changing, but their words remained the same — one after another, the marketing world leaders took to the stage and declared that it’s time to give up control and accept that consumers now control their brands.
[...]
Of course, in some ways, they always had. A brand is as good as consumers experience it. The difference today is that consumers have lots of ways of communicating those experiences, and trust each other’s views above marketers’ sales pitches. Consequently, they’re influencing marketing strategy as never before. ”
Coincidentally, Coke + Mentos example I gave last week is the first mentioned, followed by MasterCard “Priceless” consumer picks, Wal-Mart’s social network for cool kids failure, the coming Bud.TV and more.
Read the entire AdAge article here.
