Customer Speak – A Marketing Blog from Bridgz Marketing Group

Speaking at the 2010 Online Marketing Summit held last month in San Diego, John Battelle, the CEO of Federated Media Publishing, had an interesting take on how brands have come to be defined in a customer-centric marketplace, within a social media context.

“A brand is what one of you says to another one of you about a company,” he stated.

It’s not about the products but the conversation, he said. “The most important thing marketers can do is to leverage new tools that allow people to engage in conversations around the brand. We need to go where the human passion is, we need to listen, understand the social mores of the conversation and figure out how to add value.”

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