Juntae Kai Delane argues that consumers now own brands, not companies. Social movements like Black Lives Matter forced brands to become transparent and authentic. Brand managers must adapt by guiding consumers while accepting that the public now drives where brands go.
I also think it's important to know that nowadays, you know, we really no longer own our brands. The people do. And it's very important to consider that. And as brand managers, you know, we can do our jobs by helping to guide the consumer, but ultimately the consumers nowadays are forcing the brand's hand, right? I mean, just when you look at the last 10 to 15 years, based on significant events like the Occupy Wall street movement to Black Lives Matter movement, to so on and so forth, brands are now becoming more transparent. They were becoming more authentic. And they are essentially changing the way that they're communicating with, with their target audience from diversity and inclusion. There's really no more commercial look anymore now it's just, you know, your, your neighbor, you know, that's, that's on a commercial on tv. So as brands, we have to shift the way that we communicate because again, we don't really own that communication anymore. It now belongs to the public.
