Participation: A Power Shift and Reckoning for all Brands

Advancements in technology, the rise of social media, and the empowerment that comes with more open global communication structures have greatly influenced how young consumers participate with brands. This means brands need to completely redefine how they look at the people buying their products—many of them no longer fit into any of the previous segments, personas, etc. that have previously been relied on to connect and convert. The democratization of brand voice The brand....

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