Today, we do not talk about media anymore but about new conversational modes. The possibilities to connect in real time with the consumer are now multiple in the Always On environment.
The brand has grown from a transmitter role to a unifying one. It has to develop a multi-channel communication, interactive and mobile. Supporting the information exchange, participating and facilitating in the construction of a community around it.
Everywhere around the world, through internet, spokesmen select the information, share their experiences, speak up their claims. For their brand the challenge is to develop a meaningful, open, transparent and true dialogue with its consumers.