The power of the customer facing brands is more and more evident every day. The consumer chooses where, when, why and how it interacts with a company, searching networks, comparing prices, not wanting pressures or intrusions, ultimately the one deciding power. Moreover, it is no longer an abstract entity; now has its own identity and can manifest so with complete immediacy and reaching every corner.
With such strong and global competition, brands have to change the way to reach the market, establishing engagement strategies that create lasting emotional ties and a relationship before, during and after purchase.
It is about making the customer a fan who can promote company values better than the best advertising campaign. A committed customer spends more, buys more and attracts new customers who end up exhibiting a similar behaviour.