Why your company must cultivate and engage 'defiant' customers

In the past, advertising campaigns could be successful by showing housewives achieving domestic bliss by using a certain brand of detergent. These days these kinds of campaigns won’t work - research even suggests that humans have evolved increasingly sophisticated mechanisms to detect manipulation and deception. With the internet having changed the game for marketers, how should organisations approach their customers? Dr Marie Taillard, assistant professor of marketing at ESCP Europe business school, believes one solution is in engaging, cultivating and collaborating with ‘defiant’ customers.