By now, we have been hearing a lot about putting the consumer first, even ahead of the brand. And about then engaging that consumer. How has that moved us forward from a year ago or has it?
It
hasn't. What's changed is the WAYS brands engage consumers. For example, Twitter (see earlier "One Word: Twitter" post). Joaquin Hidalgo, CMO, Nike Brand, is speaking now about how Nike "obsesses"
the consumer. We need to understand the shift in how consumers are engaged, he says, sagely. You can't just broadcast to them. They won't sit still for your message.
How to give consumers a
voice? YouTube, epinions, RateIt on web sites are examples.
Let consumer create, put personal touch on product such as YouBar, which lets consumers put different ingredients in nutrition bars.
Joaquin says we've seen this via CrushBar (make your own wine) and Starbuck (mocha latte venti quadro).
I say, didn't Betty Crocker figure this out when it took the dried eggs out of the cake
mix after it found housewives wanted to do be able to put something fresh, something only they could do, into the cake?
Bob Greenberg Chairman and Chief Executive Officer, R/GA