The document discusses the shift from standardized mass communication and production to customized participation and interaction. It advocates that companies transition from viewing customers as audiences or consumers to seeing them as participants and co-creators in brand development. Additionally, it highlights the importance of new social media platforms in enabling this shift and argues that metaphors can help managers understand and facilitate greater participation.
4. METAPHORS TO REALISE
“The challenge facing modern managers is to become
accomplished in the art of using metaphor to find new
ways of seeing, understanding, and shaping their actions.”
- Gareth Morgan
6. CONTROL UNIFORMITY OBSERVATION
MONOLOGUE INFORMATION HIERARCHY
7. ONE SIZE FITS ALL
”Any customer can have car
”Any customer can have the car
painted any colour that he wants
painted any colour that he wants
as long as it’s black.” it’s black.”
as long as
- Henry Ford - Henry Ford
16. “Consumers are beginning in a very real sense
to own our brands and participate in their
creation… We need to learn to begin to let go.”
- A. G. Lafley, CEO and Chairman of P&G
22. “Metaphors may create realities for us, especially
social relations. A metaphor may thus be the
guide for future actions.”
- George Lakoff & Mark Johnson
23. HOWEVER...
”Any customer can have car painted any colour that he wants as long as
“People who speak in metaphors
should shampoo my crotch.”
it’s black.”
- Jack Nicholson
- Henry Ford