MasterCard CMO Flanagan: Consumers Demanding Authenticity
But the transformation of power to the consumer offers opportunities as well as challenges, he maintains.
"Done right, you can build an influential community that is the ultimate voice of your brand," he says. "They truly become your brand ambassadors or brand advocates, exhibiting the highest form of brand loyalty." The key is authenticity and honesty and "giving them the tools they need to make their lives easier."