My chat with Kazuaki and Takahiro from Hakuhodo Kettle (one of the best known Creative agencies from Japan)
"Historically, we have been told the brand is the hero, and the consumer sort of accepted. Today, the consumer is the hero, thats the flip thats happened."
In today’s story the consumer is the hero, the Batman, and the brand is the sidekick, Robin. When Batman is in trouble, needing help, Robin will jump in to help - thats the relationship between the consumer and the brand.