How To Maintain A Brand
Kern Lewis,

In the Internet age, consumers have more control over your message than ever. Here’s how to take it back.

Marketing types are quick to lament that their customers, armed with and invigorated by the viral power of social networks, are in control of their brands. Kind of like inmates running the asylum.

I have news for you, folks: Consumers have always been in charge of “brand development,” insofar as they determine what your brand is worth based on the products and services they think they need and what you ultimately are able to deliver. The feedback loop is just a lot faster now.
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Lasting brands are still built the old-fashioned way: by consistently making good on what they promise to deliver. McDonald’s didn’t become a symbol of reliable, consistent fast food overnight. It took years and tens of millions of identical burgers to build that reputation.

Likewise, initially troubled FedEx ( FDX – news – people ) made its mark one successful shipment at a time. All those customers didn’t care about controlling a brand–they just wanted some salty fries and unharmed mail.