Give up control for good communication

In the magazine The Business, David Crow writes about the one thing companies have to give up when they enter the new age for communication; control:

Online advertising campaigns that involve audiences creatively can be extremely effective but companies need to be wary: relinquishing control can produce negative ­mat­erial damaging to a brand. Censor too much, however, and the campaign might lose its collaborative feel, causing customers to switch off or, worse still, switch to a rival.

Read the full article here.


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