Professor Venkat Ramaswamy of the University of Michigan Business School, and co-author of the book The Future of Competition: Co-Creating Unique Value with Customers says that firms must begin to involve consumers in the creation of brands.
“There has been a "mind-boggling" rise in consumer-to-consumer communication even as corporates' own understanding of value creation has blurred,” said Prof Ramaswamy.
“The Internet, along with other communication channels such as SMS and blogs, has meant that customer experiences are shared more rapidly and widely, in a "word-of-mouth" overdrive. Companies can engage consumers in a two-way interaction and deliver the experience that they want”
He uses Apple and its iTunes music buying sharing portal to illustrate the point.
“With its iPod, consumers can 'carry' their favourite songs with them. In addition, Apple has opened retail stores. So, the focus is on individual value and experience, he said, with the choice of doing business entirely with the consumer,” he said.
Source: “Involve consumers in creating brands” - The Hindu Business Line - 18 Feb 2005