By Jonathan Fraser

The relationship that brands have with a consumer has changed. Lots of brands interpreted this as meaning that they had to become a consumer’s best friend in order to achieve success. However is a brand as a friend what people want?

There is a symbiotic relationship now between the best brands and the fans which are their engine room. These brands aren’t looking to become your friend, but more a companion brand

To read the article in full click here.

Join us on
Follow @freshbusiness