Giving up control

Tom Meyvis, marketing professor at the Stern School of Business New York University, on brand democratization.WW: Is the buzzword "brand democratization" the new trend in marketing?
Tom Meyvis: There have already been
always focus groups of consumers who were testing a product, but they
are now involved in the creation process earlier than before.
In the past, it was the engineers and designers who developed a product.
and then asked consumers about it. Today we ask
The engineers first consult the customers and then get to work on the design.

WW: So are consumers becoming the new product designers and marketing people in companies?
Meyvis: The
I don't always think it's a good idea. Consumers are not
always honest when you ask them about a new product. That's where
social constraints often play a role. People also often don't know what
they want.

WW: Does a company have to give up control of its brands these days?
Meyvis: About that
they have to get used to. If customers are disappointed by a
product, it spreads like wildfire. But it works
and vice versa. Some companies, for example in the computer sector, let the
customers are so eagerly awaiting their new laptop model that every
detail that leaks out immediately runs through all the chat rooms. Some
Corporations take advantage of this and pretend that there is a secret
Detail accidentally leaked to the public, while in reality
their marketing department is behind it and thus a topic of conversation.
provides.

WW: Find
It's a good idea for customers to share personal photos or videos.
which can then become part of a campaign?
Meyvis: It
can certainly help to get people excited about a product, but
You also have to be consistent and do something with the material. You
raises expectations and if these are not met, this is exactly what happens.
the opposite effect occurs.

Interview: Gerti Schön