The Bold Flavor of Brand by ProQuest

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The author has been doing a lot of reporting lately on social media and how the power of the mob has usurped business' ability to define its products on its own terms. In almost any industry, one clever piece of flame marketing can absolutely smoke any company's intended message. If you listen carefully, you can actually hear CMOs' teeth chattering. To grow a fireproof brand, experts say you have to go beyond merely offering a product that meets, or even exceeds, expectations: You have to provide a unique experience; be trustworthy; and endeavor to understand your customers and why they work with you.

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