Faris offers the following definition…
Nonzero Comms: Communication where there is a balanced value exchange between consumer and brand.
I said that he should simplify his diagram, but instead, I did one for him. It’s a little too Web 2.0-y, but I figure I should keep up with the Joneses. Since I am one.
I added a space in between the company and the people, which is where I believe the brand exists. It’s not a real thing, just like the way people perceive who you are is not a real, tangible thing. Instead, it is something that is constantly changing based on the actions of each side of the equation, and exists only in the minds of the participants.