Control? What Control?

Deciding how much control of your brand to give up to consumers is like “deciding how much money to give up when you have a gun to your head,” Ted McConnell, interactive innovation director at Procter & Gamble, said today during a panel at Ad:tech New York.

Fortunately, your consumers are usually not so threatening as a mugger. “It’s so much easier to give up control if you are in touch, if you understand them. They’re going to do the right thing,” he said.

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