Why Marketers Should Empower Audiences to Speak for Brands - Caroline Giegerich

In Chapter 7 of 10 of her 2010 Capture Your Flag interview with host Erik Michielsen, marketing innovator and digital strategist Caroline Giegerich shares why audience participation plays such an important role creating a brand experience. Giegerich highlights the increasing acceptance of marketers empowering their audiences to speak for the brands. When audiences create the messaging, they feel more invested in the brand and is more likely to buy the brand. Giegerich is currently Director of Innovations at Initiative, where she brainstorms and executes cross-platform marketing strategies. She has worked in online marketing roles at both HBO and the Los Angeles Times. She holds a BA in Pre-Med Sciences and Philosophy from Brown University.