I generally agree with her point of view about the fact that:
- without product there is no brand
- in the world of the web 2.0, this is far more crucial than in the past
- if a brand is truly honest and transparent, this is perceived added value
Reputation does no longer comes from your product or your brand: it's your customer that makes your reputation.
A terrific brand with an outstanding product can crash is perceived as not reliable by customers.
And reliability is not only a matter of how well is crafted the product, but it's made by several factor:
- is this company honest to me and to my environment?
- how this product impact on my environment?
- are there any hidden issue in how the product is made (underpaid workforce? healthy concerns?)
- am I paying a right price to purchase it?
It's customers that can push a product and a brand to the sky or drive them to hell.