Welcome to the June edition of The Synopsis – your monthly fix of strategic insight into the world of sponsorship.

This edition sees Carsten Thode explore how brands are able to engage in deeper conversations with their customers, aided by new social media channels and platforms. Our Synergy loves section discusses how Wonderbra, a museum, and PGA golfers have all been on many people's lips (and tweets) this month, while we also showcase some more great work that Synergy has done for its clients. It all makes for some interesting reading.

Enjoy!

Marketing has evolved from a one-way communication channel (from brand to the consumer) into a multi-dimensional conversation between brands, their customers and communities of people with similar passions. There are some great examples of brands that have recognised this shift and used these new channels to create campaigns that give the consumer a real voice. Whether it is starting a dialogue directly with its customers or ensuring that their brand is constantly talked about, engaging in this way helps brands form deeper and more natural relationships with their target audience in order to maintain, and win, share of mind.

Here, we look at some examples of how brands have encouraged and enabled dialogue with their audience in order to increase the relevence of their voice, whilst improving their listening.

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