I gave a talk last week on "the Evolution of Branding" at the Club of Amsterdam. Goos Geursen also gave a talk about "Branding is something we did in flatland".
What we both discovered in the discussion groups afterward was a growing sense from people that they wanted to engage and participate with brands. It seems that people want to see more of who they really are reflected in brands.
People are tired of marketing. They want an authentic relationship; no more lies, no more empty promises.
What does this mean for the organizations responsible for brands? Listen. Find a way to create better context for people with your brand so that you'll have a realtionship with them in the future. How? I think that was the point from the feedback - it's an interactive and inter-dependent discovery process.
What are the changes you're noticing about how people engage with brands?