The brand transition

In the past advertising agencies made brands. They took what a company made and transformed it into what a consumer desired. There was a necessary element of invention and fiction about a brand: Betty Crocker, Pepperidge Farm. These days, what consumers demand most is an authentic experience. They want the truth about the products they choose and there are limitless ways for them to discover it.

Today a brand is the collaboration of a company and its consumers. It belongs to both in equal parts. The more you can do to foster that collaboration, the more successful you’ll be.