By Seb Joseph

Converse is letting fans imbue their personality onto its brand so that they can own, produce and share as it looks to amplify efforts to engineer word-of-mouth into brand experiences.

For the world’s biggest little-trainers brand, Converse’s fans are the secret weapons in its bid to retain its cool factor amid its push for broader appeal. Where its rivals have been able to call on hefty media budgets to court new fans, the company has at times dabbled with user-generated content as a cost-effective yet disruptive way of standing out in a crowded market.

But user-generated content will barely pierce the Read full story ›

Source: The Drum