Media brands are increasingly defined by communities, and now anyone – from individuals to software companies – can create a media brand. What’s changed is not the importance or the role of media brands, but rather what defines a media brand and wha
Consumer experiences are more distributed than ever. Consumers are willing (and able) to engage with your brand much more deeply than before. Consumers will engage in conversations about your brand whether you like it or not.
The engagement myth is built on an insatiable desire to get consumers obsessed with our brands. That's because TV advertising ain't what it used to be. Often "engagement" is achieved through digital technology.
