Goodbye Relevance, Hello Relatability: The New Industry of Brand Connection
Rebecca Johnsonconceptbureau.com
Goodbye Relevance, Hello Relatability: The New Industry of Brand Connection
This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng
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For many media brands, the creator economy presents a conundrum — what is the role of brand when audiences increasingly value the intimacy of a direct connection to a human creator?