Consumer Champions
WeÕve all heard the news that the days of brands telling consumers what products to buy and use are long over, and now it is the consumer who dictates what brands should do. We also have seen that technology has changed both the way media distributes information and the way audiences take it all in.
If all of this is true, then two questions remain: Is it still possible to influence the consumer? And, if so, then who are the people, places, and things from which they take their cues?
We believe a big part of the answer is pop culture, which plays a greater role in the consumer decision-making process than ever before. Those brands able to harness the power of pop culture to create a strong connection and dialogue with consumers will remain by far the most relevant and reap the most benefits.