There’s a lot of buzz around engagement as a new metric of advertising and media success. Often the disucssion includes a concept called co-creation, where the consumer participates in the creation of what the brand means to them. Does the Internet require that we create a new word to define how consumers interact with brands? Perhaps, but then isn’t the discussion I have in a Best Buy store a dialog just like a message board or blog?
{ 2006 02 05 }
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