Consumers create, destroy brands in Brand 2.0

When the Diet Coke – Mentos incident blew up on Youtube, Coca Cola’s first reaction was to (apparently) try and sue Youtube. However, better sense prevailed, and the 400 plus consumer creations must have helped both brands a lot. Another interesting set of examples come from the airline industry. United Airlines, in it’s arrogance, made customers sit on a plane on the tarmac for 7 hours – unfortunately, a customer filmed their handling of the situation, and it was all over the net in no time, causing the brand some serious damage. On the other hand, because Jet Blue has consciously engaged and co-created their brand with their customers, they are far more ready to understand and empathise with the airline’s follies.

The consumer economy is here big time. And, the marketer does not have an option but to seek active help from the consumer. The consumer is no longer just the king, he is also the kingmaker.

Welcome to Brand 2.0.