Why brands should be the consumer's mentor, not their hero

04/15/2014 | Adweek

Brands shouldn't try to be the consumer's hero, but instead should adopt a marketing strategy that makes the consumer the hero and the brand the mentor. Becoming a mentor means changing terminology -- don't "target" the consumer, but partner with them -- and finding ways to share brand values with consumers to encourage participation. "Brands that serve the needs of consumers naturally become part of their stories -- and who better to tell your brand story than a hero?" writes Gaston Legorburu, worldwide chief creative officer at SapientNitro.

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