Brand Managers, Product Managers, Product Engineers, Marketing Directors, Ad Managers, Sales Managers, Presidents and company owners, et al will always have an opinion on how the brand should be presented and what its messaging should be—which is fine and can be a good starting point. However, the most successful brands and most successful companies always talk to THE CUSTOMER to validate/challenge their beliefs and refine their brand messaging in a manner that is most relevant and will best resonate with the customer. With the survey and feedback technologies available today, regular or continuous customer feedback is simple, fast and very cost-effective. Make a commitment to talk to your customers more often and then act on what they tell you!
