Brands finds themselves at a challenging crossroads in their evolution. For decades, companies have utilized a command and control model as it pertains to their brands. Billions of dollars have been spent to carefully craft specific messages and deliver them via campaigns. However, as consumers continue to create and promote their own stories, brands now must decide how to integrate that content into their own stories.
At the heart of the matter is control. Brands are accustomed to crafting their message and controlling the way that message is delivered to the world. In fact, the entire marketing vehicle is hardwired to function on this very specific level. The quality of any campaign has become a metric of success, both financially for the business and as industry recognition for the agency.
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