Mark Kingdon writes:
Traditional marketing taught everyone to control the perception of their brand through careful adherence to brand guidelines and messaging strategies. Now, every consumer has a megaphone and a soapbox. The most relevant and connected brands will be built around the dialog they have with their customers and that their customers have about them. Look to sites like eBay (with seller ratings) or the developer forums hosted by major tech companies to get a sense of what to expect. Use what you learn to formulate your inside-out strategy.