Evolving a brand is not always a simple undertaking. It’s not just navigating clients through the process. Regardless of the project, brand marketers are becoming increasingly astute at understanding what I call “The Enlightened Consumer.” This consumer is exceedingly conscious of marketing and takes their relationships with brands very personally.
As these relationships become more complex, so do the ways in which we bring brand experiences to our audiences. Keeping in mind that the Enlightened Consumer (EC) is on a journey with your brand, what do you want them to say to you and to each other? How do you want them to feel and how do you retain and grow consumer bases as brands evolve?