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.

View Full Article in:

Adweek

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Sr. Manager, Sales Marketing - Mobile
Pandora Media, Inc.
New York, NY
Manager, Sales Marketing- Gaming & Entertainment
Pandora Media, Inc.
Oakland, CA
Manager, Sales Marketing- Healthcare
Pandora Media, Inc.
Oakland, CA
Sales Marketing, Project Manager
Pandora Media, Inc.
Oakland, CA
Senior SEO Strategist
iCrossing, Inc.
New York, NY