×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Gaining Influence by Ceding Control

By Nathan Skid and David Hall | November 03, 2016 | 2:15

Today’s marketing isn’t just about product. It's about how consumers experience your brand every step of the way.

If a brand is the sum total of every consumer interaction with it, it is controlled by consumers' perceptions and experiences. Logos and ad messaging can only go so far. The day of the push message is over.

In this video, the first of a six-part series called Everything Is Branding, Hilton Worldwide CMO Geraldine Calpin discusses what happens to branding when the consumers are the ones who define it.