Today's companies view the brand as an active participant in an ongoing dialogue with the consumer.

Active Participant

An individual who takes an engaged and contributory role in processes or activities, rather than being passive.

Dialogue

A conversation between two or more people as a feature of a book, play, or movie, or the process of engaging in conversation to resolve a dispute.

Brand

A unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.