The communications industry must reconcile “traditional” top-down brand building principles with a new world of bottom-up consumer empowerment. Fueled by technology and exploding life style options, our industry is confronted with a dramatically altered relationship between consumers and brands. “Engagement” has become the new rallying cry, and rightly so. Communications success is now defined by “content that spreads.” Involvement in creative is driven by “depth of participation.” In the process, however, marketers risk losing control of their message. Across the every-morphing Asian brand scape, chaos and inconsistency often rein. Brand stewards must embrace a conceptual framework that resolves the tension between message clarity and consumers’ technological liberation.
“Time, Tension and Ideas: The Art of Engagement” is a simple-yet-nuanced framework that aligns new-age empowerment with timeless marketing truths. Four interactive and inter-related modules, filled with successful cases from Asia and beyond, are covered. Regardless of whether the challenge is strategic or executional, each highlights the importance of both consistency and reciprocity, reinforcing the truth that healthy brands promise relationships, not transactions.