Sue Chapman
RealityCheck, Insight Strategist

Crowd As Brand-builderOverall the voice of the customer is gaining in stature. Brands are being forced to face critiques and criticism. The prevalence of online communication is an opportunity for brands to listen and play a willing role in a conversation with the customer.

With the prominence of ratings, reviews and social media more and more brands are using what others say about them to construct their identity. Many are baking a survey into every purchase to get a grade on how they’re doing. The need to connect with others through brands isn’t new. Smart marketers not only have a good understanding of what they stand for; they’re open to what their customer is bringing to the equation. Creating a dialog can result in a more relevant brand.