James Cherkoff tells us a nice little story about how tight marketing programs, the nice shop in a nice part of town, well trained sales people, the glossy leaflets and the good reputation of certain type of kitchen brand has been made obsolete by one single search on the web about what other customers of this brand had to say. The opinions were mostly negative and James ended up cancelling his order.

Of course, you would always have consulted other sources – most of all your closest peers – about opinions on any high involvement product or service. But the chances that you find many sources with the same brand of kitchen (car, dishwasher, etc.) in your closest range of peers was and is rather limited.

With todays possibilities to find opinions on anything on the web (even stuff you didn’t want to know about), it is ever more important for brands to keep their promises. People are fearing the moment of the totally transparent consumer, but hey, brands already face this complete transparency!



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