The new consumer

Excerpts from a paper Philips published in April 2011;  

‘Rethinking value in a changing landscape’

‘The control that business exercised over communication and media channels effectively evaporated. Today there are multitudes of peer-to-peer and group discussions about brands, products, services and solutions over which brands have no control’

'The era of using brand slogans to claim and promote a particular positioning is coming to an end. ......'

'Instead of talking, businesses are being forced to start listening. Finding ways of participating in on-line dialogue requires very different tools, talent and thinking than in traditional top-down brand management practices'