What comes after consumers?
Robert, our Head of New Thinking and Professor of Brand Leadership at the University of East Anglia, recently took part in a podcast with Jon Alexander, published as part of the Thought Starters series. Jon’s the founder of innovation consultancy, the New Citizenship Project.
They talked in detail about the notion of the consumer. On the surface, branding revolves around it – but does it really? Do we even know what it means, or do we use the term too lightly? And most importantly, what comes after it, when we move from making choices to actually shaping those choices?