""The headline could read “Consumers don’t want to engage with brands”. But brands do want to engage with consumers so it’s going to happen.
A provocative statement perhaps but one that we should take to heart. I would take it one step further and postulate that consumers don’t even want to be called consumers. What I mean specifically is that they might want to buy a BMW, but they don’t immediately want to be put in the category and marketing bucket of BMW-owner. They might want to grab a Starbucks coffee on the way to work but that shouldn’t immediately default them into the ‘high-end coffee purchaser’ category. If we do think of ourselves in this way it is because we are aware of marketing and how it works."" - Select the image to read more