RAPP London W6 9WA

The modern day customer expects, nay demands, innovation. They now respond best to emotional engagement. They want experiences, interactive services and tools, inspiration and valuable content.

And when they are engaged they become brand ambassadors and even media channels in their own right; blogging your brand; proactively sharing your content with others, twittering about you, digging you, finding you del.icio.us.

Or they attack your brand, writing critical reviews, acting as an anti-PR agency.

There's no option, brands now have to engage in genuine conversations with consumers. And knowing who they are, where they are, what they respond best to is only the start. That's the knowledge data gives us. Fine, but we have to do something special with our understanding…