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FRANK ROSE: There are certain general directions that people
need to be thinking in terms of, listening to the consumer,
giving the consumer the tools to express themselves,
encouraging them to express themselves, having a message
that is fully consonant with the product itself.
Because if you don't have that, it's not
going to work at all.
And that may mean redesigning the product, which is perhaps
something that should be done anyway.
But we no longer have the luxury of imagining that we
can put something out there and then tell people what it
is and they'll respond to it.
It's just not that way anymore.
It's too easy for people to communicate.
Everybody has a soapbox now.
So if your brand is not what you say it is, you're really
going to have a problem.
You're either going to need to change the brand or change
what you think.