“From a world where the brand sets the agenda, to a world where consumers decide if and when brands are invited in” (Fournier and Avery, 2011, p. 206)

Only two decades ago, branded messages was created and distributed on a one-to-many basis: brands spoke in monologues to the masses. Much has changed with the rise of social media, and conversations between brands and consumers are now made more democratically. This post will shine light on how brands and brand management have adapted to the connected and empowered consumers, and gone from uninvited in the people-to-people interaction to an initiator of engagement.