Leading market research firms conducting studies to determine how non-employees view a company's policies, practices, values and image. Locate a vendor that provides information on public's perception of a business through studies of corporate image, identity, and reputation.
Did marketers ever really have full control of their message? Possibly not. Consumer influence and co-creation are not new. Brand marketers should have a strategy to engage consumers and participate in a two-way conversation.
Marketers have lost control of certain aspects of brand communication - it is no longer enough to identify and communicate one brand position. Brands now target specific groups of consumers to ensure their message is relevant, compelling and motivating. One of the most important steps is using customer input, as described in this article.