We've all been trained to think that we have control over our brand and our brand voice. Yesterday, that may have been somewhat true. Access to information and two way dialogues was limited in comparison to the present. Today, in a networked society, the ability to have total control, to contain a message, is gone.
A quote by Peter Drucker, "Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality." creates a correlation that, to me, is a concept at the heart of what needs to be considered from here on out.
NWT: Nothing else constitutes quality but the perception of value in the customers mind and that perception cannot and will not be influenced by an advertisers efforts to control the message in a networked society. Success comes through relationships and relevance.
