On ancient maps, unknown spaces – those yet to be charted – were indicated by the symbol of a dragon. It was a clear warning:
Be afraid, for beyond this point, we have no clear understanding.
Because of digital, deep-seated, transformational changes occurred in the behaviors and expectations of societies, cultures and individuals. Marketing failed to navigate the impact this had on the brand-customer relationship causing radical erosion in brand value, engagement, loyalty, and trust.Here Be Dragons insightfully unpacks and equips brands for the mandatory journey they must now take using the Quadring Engagement Matrix – a roadmap traveling from understanding why the failures happened to a place of powerful marketing leadership and consumer-centric, loyal engagement in today’s digital-first world.