More and more the balance of power is changing in favour of what the consumer decides a Brand is all about. Many factors have contributed to this but the most significant being technology and the ability to rapidly disperse information in a totally transparent manner giving the person-on-the-street that ability to voice her/his voice.

The internet and specifically web 2.0 has provided the various platform for this with blogs, social networking sites, forums, wikis to name a few. Marketers need to embrace this change, understand the conversations that are happening around Brands in this space and continuously find ways through passive engagement adding “content” value and allowing consumers to then “pull their Brands in” rather than aggresively pushing our one-sided messages onto them.

See Andy Rice of Yellowwood in an interview on eTV talking about this trend.