The Consumer is dead. Long live the chooser
The Consumer is Dead. Long Live the Chooser
Director of Corporate Edge, Peter Shaw, talks about the impact of greater customer choice on businesses and what this means for the future of branding. As consumers are faced with more and more alternatives in almost every aspect of their lives - from their breakfast cereal in the morning to their digital TV provider - having a strong brand becomes increasingly important for any company wishing to survive and recognising customers as ?choosers? rather than passive consumers becomes essential.