It’s The Information Economy Stupid

“The single biggest explanation for fragile brands is the swelling strength of the consumer. We’ve seen a pronounced jump in the amount of information available about goods and services. It’s not just bellwethers like Consumers Union and J.D. Power, established authorities that unquestionably shape people’s buying decisions, but also the crush of magazines, Web sites, and message boards scrutinizing products.” -James Surowiecki, staff writer for The New Yorker, and author of The Wisdom of Crowds writing in Wired
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In short, this is why I suggest that brands make friends with their customers. To do this, they need to conduct multiple ongoing conversations. Think of it as a party, this new world embracing the customer.

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About David Burn

Copywriter and brand strategist in Portland, Oregon. Co-founder and editor of AdPulp.

  • Tim

    I was just talking to someone about my experience when I grocery shop. I came to the realization that I do not have much brand loyalty. Instead, I am more motivated by lower prices. Of coarse, the fact that I’m out of work contributes to this as well.