Came across this a couple of weeks ago, unfortunately I cannot remember the link or who discussed it (will of course post it as soon as I get my links sorted). But I’ve made summarisation with own inputs on the matter and if this is what we have come to experience so far in the marketing and communication age with the relation to brands.
I will elaborate on this even further to find the proper way forward. Participation is good but there is so much more you can do.
Informational Age – Advertising was primarily long-form copy and just gave information on products.
Entertainment Age – In the 1960′s and 1970′s, advertising became a source of entertainment thanks to William Bernbach. This worked for a long-time.
Participation Age – The fragmentation and commoditization of media and products has made participation key.