The audience grants the right to participate - it flows from what the brand is known for
PrincipleBrand Strategy
The audience grants the right to participate - it flows from what the brand is known for
The right to participate is granted by the audience, not claimed by the brand: work connects only when the activity clearly flows from what the brand is already known for or already doing. The conversation belongs to the audience, and it is the audience that grants the tacit permission brands need to join in.
Source
Contagious x FleishmanHillard - The Chaos Advantage (2026) (2026)
Alex Jenkins (Contagious), Ellie Tuck (FleishmanHillard); research: TRUE Global Intelligence + LIONS Advisory
p. 33, Right to participate
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