By Macky Drese, managing director, MCBX:
With the advent of social media, the consumer has gained the empowerment that’s changing how we engage with them and them with us. The consumer now has a collective voice to even the most minimal murmurings of discontent. I imagine Sony’s current troubles would seem much more manageable without the constant public twittering of discontent. For the common celebrity, even having a simple affair is proving quite troublesome.