Nowadays, marketing is all about how the brands connect themselves with the human spirit of their consumers. Valuing these emotions, the brands do their positioning accordingly with regard to the environment and general community at large to create real meaningful and demonstrable values that align with the society.
In today’s world, consumers are the creators and destroyers of brands with which they associate as they imbibe the brand within themselves with authenticity and passion. This leads to ambassadorship and activism on behalf of the brand. The Presentation revolves around building true customer engagement which results in development of long-term meaningful and sustainable relationships that grow and extend over a period of time across marketing and operational channels giving a sense of ownership of the brand. The issues vary from challenges in diminishing control of companies over their brand, the advent of hyper transparency to the proliferation of best practices.