The role of brands in the frontline of consumerism is changing as consumers are looking for ownership and customisation. Understanding how people use your brand is paramount to steer the direction of your brand’s development and the level of engagement with your consumers.
The role of brands in the frontline of consumerism is changing as consumers are looking for ownership and customisation. Understanding how people use your brand is paramount to steer the direction of your brand’s development and the level of engagement with your consumers.
While a ‘pull’ focused multi-channel model is quickly replacing the ‘one size fits all’ approach, the underlying mission for brand managers is changing. The focus is now on creating specialised messages which challenge consumers to think differently about your brand, and ultimately make them feel like you are speaking to them as individuals.
An article written by Alan Mitchell featured on Marketing Magazine last week made us think and re-think about the definition of consumer engagement. In his article, entitled ‘The great brand engagement myth’, Mitchell highlights that “every brand wants to engage better with its customers, so why should the ‘e’ word put marketers’ backs up?” 
With the economic downturn having a dramatic impact on consumer spending, the big challenge for brands in 2012 is balancing value for money offers with a greater emphasis on consumer experience.
We love this partnership between Nokia and the Noisettes! When creating the music video for their latest track 'Saturday Night', over 100 fans were selected to be the both cast and crew and shoot the film themselves on a range of Nokia phones, bringing a touch of 
Mobile technologies are changing the way people interact with brands and, therefore, understanding how it can affect consumers and the engagement you can create from such platforms is key for a successful marketing activity.
In the current marketing environment, the latest developments in technology are becoming more and more recognised, trusted and ultimately implemented into campaigns. 
How are brands building challenging experiences to embrace consumers' adventurous side?
A selection of the most appropriate promotional channels and measurement techniques has a cumulative effect on your campaign results and consumer recall, therefore, choosing the right agencies to represent your brand is key.
We have been noticing an increase in the number of pop-up restaurants showcasing unique dining experiences, such as the amazing ‘The Cube’ by Electrolux, which visited different locations across Europe. A couple of weeks ago, an unbranded pop-up restaurant was set up in London’s West End to delight consumers with dishes made by top chefs.