“In the best brand-consumer relationships, the company doesn’t act like the consumer is theirs and owes them loyalty, but when the consumer does feel like the brand belongs to them. Then they become more than a passive consumer but brand ambassadors, evangelists, and even defenders.
That only happens when a brand remembers what made them popular to begin with, approaching and meeting their audience where they are. Not dictating trends from up on high but building a following from the bottom up.
People no longer want to feel sold to they want to be invited and welcomed to a place, albeit superficial, where they find belonging; whether that’s a social media platform, a sparking water, or a television network.”