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Section Editor: Fiona Harkin, SVP - Content
Stylus has previously charted the rise of Consumer-
Creators, empowered by the digital world and with
the potential to express themselves in new, creative
ways. By embracing participation and advocacy,
brands are using consumers’ enthusiasm to create
in order to build closer relationships with them,
entertain them and source ideas. What’s more, the
consumer demands this richer level of engagement.
Now, we’re noting a further evolution. Fuelled
by fast-moving new tech innovations and an
increasingly data-driven business landscape, the
opportunities are growing for businesses to be
wherever the customer is, wrapping the brand
experience further around them. This could take
the form of shoppable content – or consumer-
influenced entertainment.
In the retail sector, The Brand of Me direction
encapsulates the current shift towards omni-
channel strategies that allow consumers to move
across multiple channels seamlessly.
What’s more, consumers are transitioning into
producers and sellers in their own right.
In the media and marketing worlds, the Brand of
Me captures how consumers now expect a cross-
platform brand narrative that can begin and
end anywhere.
How is this Brand of Me direction influencing
media, marketing and retail? Think about
convenient, user-friendly and user-centric
experiences driven by digital innovation; think
citizen-sellers, superfan workforces, personalised
advertising and on-demand entertainment.
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The Brand Of Me
Introduction