Keynote speech by David Rogers at Brand Innovators Summit, 2011-10-04 in NYC.
Our old model of marketing to customers is broken. In the new age of customer networks, brands will not be built by broadcasting messages via mass media to passive consumers. Today's customers are dynamic, independent and connected. They have power and influence online that can make them your biggest threat, or your greatest marketing asset. To tap the power of customer networks will require more than just setting up a Facebook page and Twitter account, however. To thrive today, brands must know how to innovate the products, services, and communications that help the customer do what they most want – to access, engage, customize, connect, and collaborate in the digital world. These five network strategies will ensure the success of any brand in the digital age.