Abstract:

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands. In today's world of over-abundance of stuff, media and messages, brands that learn to empathise and voice visions that resonate and have broad relevance to how people experience their lives, will be invited deeper into people's lives - and companies that succeed in doing so will be well rewarded.