In this era, there are two questions every marketer answers:
- Do I want people to interact with me and my brand in unexpected ways (as opposed to just quietly consume it)?
- When they interact, do I overwhelm people with delight worth remarking about?
If you think about dead brands like Tide or United Airlines, the answer to both questions is clearly 'no'.
On the other hand, vibrant growing brands manage to answer both questions with a resounding 'yes.' It's not an accident and it's not easy, but if you do it right, it may be worth it.