Marketing is story telling. This article has some great examples of ways that brands are engaging consumers and building experiences that have cultural, social and educational impact. We talk about engaging the consumer, well these are just a few examples, Dove’s Real Beauty meet-ups, Amex’s OPEN kiosks and HP’s innovation installations that are all proving that branded content can provide an experience of real meaning and shareability.
At the same time, more and more companies are taking on the complex problems of the world – from socio-economics, to trade, to education and government. TOMS positioned itself by choosing to address problems and provide solutions to an issue they realized they could help solve.
We going to start seeing a lot more of advertising shift away from brands talking to consumers and towards engagement in and collaboration on likeminded interests. This is how businesses will communicate in the 21st century.