It has been 40 years since the industry pundits decided to standardise the bar code in order to improve unique product identification for products crossing a traditional point-of-sale. Back then, placing a unique identifier in a bar code and onto a pack of Wrigley’s gum was a real revolution. Nowadays, it does not cut the mustard anymore.
One can easily underestimate massive changes that have occurred in the dynamics of the brand-customer relationship in recent years. Brands and consumers are now engaged at whole new levels of familiarity. Social media played their part in that process. Facebook, Twitter, LinkedIn and others have enabled entirely new types of brand community to emerge and develop. According to research, consumers value more these brands that they feel understand their needs and that interact with them as real human beings. Brandfog CEO, Social Media and Leadership Survey from 2012 revealed that a contemporary consumer required direct access to brands and brand ...
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