Brandshare: Is The Value Exchange Between Brands and Consumers a Myth? (David Armano)

Imagine taking a trip to New York city. As always, it's crowded and bustling but it's also a nice day. You want to get around and see the sights but the idea of waiting on a corner to land a taxi or spending a portion of your day underground don't appeal to you. You're active and enjoy finding ways to incorporate e exercise in your day. You come across a bike sharing station with blue bikes and an interactive kiosk that helps you decide where you should go next. You use your credit card to obtain a bike and you're off and running, feeling a sense of empowerment that you've taken matters into your own hands and maybe even a little satisfaction that you're not contributing to the noise or other pollution as you pedal through the streets. Your needs get met, but you're also meeting the needs of the brand (*Citi) who helped put the bikes there in the first place. You've entered a value exchange with that brand whether you know it or not. (darmano)