Your customers are already talking about you, passing on information to other customers about you. They’re creating, defining and guiding the marketplace conversation, are you participating in that conversation, or are you still shouting over them with an advertising monologue.
The number of blogs has doubled in the last nine months, and Tony Conrad asks the question, “What are you doing to empower your customers to express your brand?”
He suggested that advertisers make their song, logo and content available for fans to manipulate and extend. He showed two commercials - one created by the agency and one created by a fan - and the fan one rang true. User creativity in new media cannot be stopped. In the digital world, it is all available to everyone. And for the most part people do great things with it.
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