September 12, 2013,
Guru in a Bottle, News 
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In the modern world of marketing, it’s less “what you say” and more “what you do” that counts, a theme that runs through my latest book, High Impact Marketing That Gets Results.
This mantra has led organisations and companies to actively use customer collaboration as a marketing strategy.
Think open-source software, smartphone apps and customer reviews on TripAdvisor and Amazon. Consumers today are active – not passive – participants in just about every link of the value chain.
Thinking of consumers not as units of economic value to be unlocked for profit but as ‘fans of brands’ has a lot of mileage.
One of the best examples started long before the age of ...
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