That Client with the Biker’s Jacket: A Brand with Influence

“There is one way to avoid criticism: do nothing, say nothing, and be nothing.” – Aristotle

The brutal reality is that companies do not create brands, consumers do. Consumers give a brand value by forming views and expectations of it. Brands can increase or decrease that value by reinforcing consumer expectations through experiences, but more than ever, consumers have the power to influence, and often control the narrative through content, social media, and live discussions. Read more