In recent years there has been much talk about a shift in power from brand owner to consumer. The time when brand owners thought themselves to be in full control of their brand has passed; increasingly it is recognised that brands evolve through the ways consumers interact with them. On the rise too are customer expectations based on brand promises.
Witness then the events yesterday at The Emirates Arena in Glasgow when Team GB took on the mighty USA in the Tennis Davis Cup. Much was promised and expectations of Andy Murray were sky high, but not even he could have anticipated the home crowd response on the final day - ‘Feel the love Andy’ came the rallying cry and the crowd really did seem to assume control. Yes, brand Andy Murray is in safe hands. You have felt the love.