I've been reading that with the growing influence and freedom of the media can not control your brand. In fact, even has, to its customers to do. They decide what people think about it and what to do with it. These are the new rules for trademarks. Apparently, you have to "give" his brand.

I'm not sure they agree. Last time I checked, you (and me) were still in control strategy, marketing plan, the package, the price (somewhat) and investment in the brand.

So what changed? Social media has allowed everyone to talk about the brand and product experiences. So do not tell anyone if I had a good or bad experience before Twitter and Facebook arrived? You did not learn of Nike sweatshops, Avis and Hertz better than to work harder, that a restaurant was better than another, or a Lada or Skoda was as reliable as a chocolate teapot?

Oh, wait, you did. You (and I) still spoke, he wrote commentaries, news, reportedly brands advertised on television. I'll ask again. So what has changed?

The change has come when we actually know what customers think. We used to rely solely on tools research, media mentions and sales data to track if our plans for the brand were working. We have heard the opinions of a panel 1,000-strong or 48 people in 6 focus groups. This could take months to gather and sometimes do not know if we were in trouble until it was too late.

Of Indeed, thinking about it. Do not they have less control? I mean, you thought you had more as they went about launching new products and campaign development great advertising. However, it is blissfully ignorant of what most of your potential customers really thinking?

No new rules for trademarks. They are the same they were before. The difference now is that it has a greater opportunity to follow them. You can understand what is working the next hour, day or month, not next quarter, half or one year.

Contrary to popular belief is not only social media has given you this advantage. Technology, the diversification of media and tools for consumer participation have increased the transparency around the marks. You have the opportunity to know more than ever about them on a micro scale and global levels. And the hands of knowledge power.

But, in the words of Peter Parker's aunt, "With great power comes great responsibility. "True, the back, is that this transparency also enables consumers and competitors to know about every little thing you do.

So, more than ever need to build on the senses:

1) HEAR

This is the greatest opportunity you have to listen to their customers. There has been no more comments, tweets, replies and messages about your brand (which has been able to hear). Track them, learn from them and find out more. In fact, if you want, participate and recruit them.

2) See

The technology has given access to real time data sales. Replenishment systems based on scanning, Google Analytics and econometric modeling tools give you the ability to observe and make decisions in real time. Tweak, test, test and ultimately improve.

At the same time, you now have real time exposure to everything that their competitors are doing, not only in its market, but in similar markets worldwide. The lessons are there to be learned.

3) Touch

Get involved. Use the tools and talk to the hearing yourself. Without fully immersed in technology or standing in his place, you (or typing on your keyboard) can not fully understand their experiences, their frustration and delight. You have to play what they play.

4) Odor

Sniff, detect and sense the feeling in the market. Not only is based on what is being said. Feelings of individuals and exaggerated expressions in a public forum. Some look to create a cause, others to go to the defense, not all necessarily made in the workshop. You need to read between the lines, capturing the feeling and do something about it. But do not react hastily.

5) Taste

Even the control of the ingredients in your brand. You decide what goes in and what is done. Therefore, you have the power to set the flavors of the brand and not leave a bad taste in most mouths of customers. Of course, you can not always meet all tastes.

Now is your chance to create great experiences for your brand and your customers. Create Brandhabits well. You will find more difficult, but the rewards will be greater.

What are your experiences? Do you feel like you're losing control of their brand or they now have more opportunities than ever to shape the future?

Andy Wright
Brand marketing professional and author of http://Brandhabits.net.
http://twitter.com/adwrighty

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