Customer context and brand context
The process of creating customers is by its very nature eclectic, wide-ranging and fluid, as it involves both companies and customers building new levels of context. It is an edge process, where innovation is the name of the game.
Chris Lawer’s Creating Positive Context offers some very helpful perspective. See especially the pdf link to his Customer Management article in his Feb. 9 posting.
As we never tire of repeating, brands are collaborations in context. That’s what makes them so exciting, and challenging, as creative engagements.