When marketing gurus talk about corporate brand managers needing to “collaborate” with consumers, what they mean is that those marketers no longer have as much control over the “meaning” of a brand. Brand meaning has long been considered a thing that is carefully built, shaped, managed, maintained, and owned by the brand’s corporate creators. Picture a bunch of suits in a conference room, hashing out what exactly they are selling, not just in terms of the product, but in terms of a kind of cultural message to send or emotional promise to make.
Perhaps they consult the results of focus groups or other research that has identified a consumer need or other market opportunity. When it comes to bargain holidays and / or package holidays, once their idea is finalized, it is pushed on the masses by way ofads, packaging design, and so on. If the idea changes, they’re the ones who change it. The process is a top down one, and they are on top.
A Halloween party is incomplete without perfect