Ban the word “consumer”

“Creative people aren’t better than consumers.” said Ignacio Oreamuno [president of the Art Director’s Club] in today’s #Live Storytelling seminar, hosted by Twitter.

While brands are trying to constantly engage with their audiences, the people that they are trying to influence are – indeed – the real influencers.

The increasingly intersected world of marketing and communication keeps evolving, yet we keep referring to brand audiences as consumers  – or even worst – consumer targets or target audiences.

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