BRAND-CONSUMER RELATIONSHIP: HOW TO ADAPT YOUR COMMUNICATION STRATEGY TO CHANGING LANDSCAPE OF MARKETING
One can easily underestimate massive changes that have occurred in the dynamics of the brand-customer relationship in recent years. Brands and consumers are now engaged at whole new levels of familiarity. Social media played their part in that process. Facebook, Twitter, LinkedIn and others have enabled entirely new types of brand community to emerge and develop. According to research, consumers value more these brands that they feel understand their needs and that interact with them as real human beings. Brandfog CEO, Social Media and Leadership Survey from 2012 revealed that a contemporary consumer required direct access to brands and brand ...
