An interesting article from Lisa Sander at AdAge shows us how to leverage what consumers say for your brand benefits: How to 'Best Loose' Control of your" Brand": article
Below are some highlights I specifically like:
'Let it go'
"Monster's Mr. Stoever said that at the online careers company, taking cues from customers is a crucial aspect of new product development. "Most often, we learn when we put it in front of consumers and let it go," he said. "
"Adam Hanft, president-CEO of advertising and consulting firm Hanft Unlimited, noted that one of the most valuable lessons marketers can gain from paying attention to consumer interaction with their products is how to talk about their brands in the language of consumers, adding that marketers should "come on down off the high horse." I actually highlight the same point in my post on HSBC today. "
Indeed, Customer Listening Always Pays!