In the horizontal world, people like to empower lesser known figures. They see the figure as a symbol of themselves: consumers with less power among the corporate giants. Giving consumers a sense of empowerment is therefore crucial in the pursuit of a brand mission. Show that the mission belongs to the consumers, and it is their responsibility to fulfill the mission. It is not only about getting buy-in but also about making an impact. Although the individual consumer is weak, their collective power will always be bigger than the power of any firm.
