I've always talked to my clients about how we want to move their target audience from being simply a consumer or casual user to a raving fan. That is an environment that goes beyond product. It, well, goes to the environment. Everything about the company or the brand must be absorbed into the psyche of the individual. At that point, it's no longer about marketing. Marketing ceases to exist. It's about giving people a chance to DO things, not an excuse to SAY things to them.
This post from the Brains on Fire blog got me again on my soapbox for clients to aim higher ... beyond loyalty programs to raving fans.
Plus this cool graphic is a great illustration of that movement.
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