How Consumers Control the Brand Marketing Experience - Mike Germano

In Chapter 13 of 16 in his 2011 Capture Your Flag interview with host Erik Michielsen, social media expert and Carrot Creative president Mike Germano shares why participation plays such a key role creating a brand experience. He notes brands are no longer tailored by the advertiser alone. Rather, customers and consumers are now taking ownership of how a brand is communicated online and offline. Participation allows advertisers and marketers a means to engage and support customers, in effect collaborating with them to define a brand and establish the aspirational attractiveness that come with it. Germano is co-founder and president of DUMBO, Brooklyn based new media agency Carrot Creative. Before Carrot Creative, Germano ran for and was elected to public office in Connecticut. He is a graduate of Quinnipiac University.