Having the perfect answer worked in a "brand out" marketing world. But today, marketing has become "consumer in". Brands that are creating cultural questions and allowing consumers to co-create their own answers are winning the game. They are letting go of control and trusting that consumers will not only share and amplify their narratives but also build their own stories on top of their brands.
John Winsor is CEO of Victors & Spoils and chief innovation officer at Havas.
