Brand = Perception, so contrary to what Mike D. said in your previous post on this topic, other people do define your brand. They have their own perceptions of your product/company, and the collective perceptions of your public(s) is your brand. Can you influence perception? Absolutely. As Mike D. alluded to, customer service, product quality, and other factors over which you have direct control will shape perception and therefore help define your brand. But in the end, the customer decodes the messages and experiences he/she receives and forms his/her own perception.

I would never say you are "full of it," Josh. (I don't know you well enough.)

My pulse speeds up a bit when I see extreme statements -- because so many seem to have jumped on the WOM/social media bandwagon as if it's the holy grail of how businesses should interact with customers. I didn't mean to lump you in with the extreme bandwagon jumpers (that could be a new sport?) in taking your post somewhat out of context.

Following up a bit on what Bob said, I think there are two lines of discussion: the level of control over one's brand, and how that brand is received/perceived.

Mike

I haven't jumped on the bandwagon, as much as I am a strong proponent of the tools. With that said though, they aren't for everyone or every organization.

I've met with plenty of companies and told them, "it's not for you." The reasons why are numerous.