Companies work hard to create a brand that encompasses their message, values, and products. Hitting that note just right isn’t easy, and once you do, holding it is even harder. Brands used to have an easier time of creating and conveying their messages. At one point, the only access consumers had to those brand stories was through traditional outlets like television, print, and radio.
Ah, but with the internet, all of that changed. Sure, companies now have the ability to reach consumers at any time of night or day. Just remember, it goes both ways. Consumers can not only engage brands whenever they want, they can also alter those brands’ messages, even if unintentionally.
How the Story Changes