People are always changing. People are loyal to brands they
like. People can choose to listen to your message or not.
People decide what is cool and what is not. People are unpredictable yet creatures of habit. People will only accept so much and they'll call BS on you. People are helpful when they believe in a cause. People demand that brands stay two steps ahead of them. It's a fast, ever-changing world. Your company's gotta keep up, or get out of the way.
New media platforms means a new dynamic between the consumer and you. Because of social media, like Facebook, Twitter and online reviews, your brand is now more accountable than ever. You're no longer the only one with the microphone, so you better stop telling and start conversing. Develop a partnership with your customer. Let them help you. Sorry, but they are now in control (and killing the messenger won't help).