We've also learned that marketing is what you do, not what you say.  Your brand is not what you advertise and it's not what your mission statement says. 

The reality? UR the UE: You are the user experience. Your brand is the sum of all the actual contact experiences that consumers have with your people and your products. These are the day-to-day qualities that are the story that will be told by the empowered consumer. That no amount of manipulation, obfuscation, inundation, or sheer quantity of advertising will change this.

Companies that embrace and understand this philosophy will be richly rewarded. Why? Because consumer respect directly drives sales, satisfaction, and profitability. Because customer satisfaction today is cheaper and more profitable than tech support later. And because satisfied customers advertise for you for FREE.

I hope you understand and appreciate how special this is and how important this philosophy is. For the first time, we put social good on the same side of the table as the all-powerful profit motive. Generations of government regulators and consumer advocates have tried to improve how companies treat customers. But I guarantee that the profit motive will do the job better.

We're going to make the world of business a nicer place.