In that moment I realised that we’re moving away from a culture that has all the answers to questions. The world is too complex and consumers are too demanding to co-create and customise not only their products but also their brand’s story.
Having the perfect answer worked in a “brand out” marketing world. But today, marketing has become “consumer in”. Brands that are creating cultural questions and allowing consumers to co-create their own answers are winning the game. They are letting go of control and trusting that consumers will not only share and amplify their narratives but also build their own stories on top of their brands.